On Dilse Omni Talks
Mahadevann Iyerr , recently appeared on Dilse Omni Talks with host Saurabh Agrawal, where the conversation explored Whether loyalty programmes actually drive loyalty , and what brands should do instead if they do not.
3 Key Takeaways from the Episode
● Loyalty programmes don't create loyalty by themselves , experiences do. Real loyalty is earned through consistent experience, emotional connection, and thoughtful design. Rewards are just one part of that. If the core experience is broken, no points system can fix it.
● ROI and KPIs must drive every loyalty decision. Maha walks through a practical five-step framework: start by understanding business objectives and context, define the right KPIs (such as lifetime value, repeat rate, and engagement), and only then design benefits and customer journeys that support those metrics.
● Loyalty must work equally well online and in-store. A fragmented loyalty experience , where points earned in a store don't show up on the app , destroys the trust it's supposed to build. Building one unified, frictionless ecosystem across all channels is what turns a loyalty programme into a real competitive advantage.
