Loyalty Revisited – A Retrospective Panel Discussion with Loyalty Expo “Alumni”
An evolution in customer loyalty has been taking place for the last several years, spurred by the explosion of customer data and new technologies now available to help make sense of it. Gone are the days when a traditional rewards program on its own can effectively build true customer loyalty. Today’s marketers are taking a more holistic approach to building customer loyalty, using customer data and voice of the customer to offer more intelligent programs, deliver customer experiences that align with customer’s expectations and engage customers in ways that are relevant, feel authentic and expected. Given the ongoing and relatively rapid changes that continue to take place in the marketing and customer landscape it’s helpful to look at where we’ve come from, because looking back can be an important part of understanding where we are going.
This panel discussion will be a retrospective on how customer loyalty programs have evolved over the last one, two and three years. You’ll hear from past Loyalty Expo speakers who will discuss how their programs and overall customer loyalty strategies have changed since they’ve last presented to the Loyalty Expo audience. Panelists will discuss the journey of their customer loyalty programs, what’s worked – and hasn’t worked – along the way. As brands put increasing focus on building customer relationships and long-term loyalty, panelist will share their perspective on the changing role of loyalty within the overall customer strategy for their organizations and how it has impacted overall business objectives.
Kim Delaney, Vice President, Client Engagement, Guardian Life Insurance
Kim Delaney is the Vice Preseident of Client Engagement of Guardian Individual Markets. She has 25 years experience in the insurance and financial services industry. As the President and owner of an insurance investigation and legal support firm, Kim was a federally recognized Certified Women’s Business Enterprise, providing litigation research, fraud and investigative consulting for insurance/ financial services companies as well as state and federal government agencies. During her 8 years as small business owner, Kim was the appointed advisor to the Diversity Fulfillment Program and the Primary Mediator on the Contract Negotiation Committee for the Women’s Business Enterprise Funding Organization. After several years as a Preferred Service Vendor to GE Capital, Kim sold her business and accepted a Operations Leadership position with GE Capital’s Acquisition & Integration Team. Kim held various leadership positions and eventually assumed responsibility as the Director, Operations & Customer Strategic Planning Leader. During this time, Kim earned her certification in GE’s Six Sigma Leadership Program, achieving successive certification as platinum level Black Belt, Master Black Belt and Champion.
Bill Linehan, EVP & Chief Marketing Officer, Red Lion Hotels
Bill Linehan joined Red Lion in February 2014 as Executive Vice President and Chief Marketing Officer. He has more than 25 years of hospitality experience, most recently as Chief Marketing Officer and Managing Director at Richfield Hospitality and Sceptre Hospitality Resources, where he led the sales, marketing and resource management activities surrounding the company's portfolio of hotels and resorts. At Sceptre, Linehan repositioned the company to become a global leader of hotel revenue technologies. Prior to that, he was Vice President of Global Marketing for InterContinental Hotels Group where he established the marketing to re-launch seven IHG brands to the development community. Linehan also previously served as Global Vice President of Marketing, Brand Alignment and Partnerships for Starwood Hotels and Resorts and held sales and marketing positions with both Hyatt and Sheraton.
Lindsay Eichten, Director of Loyalty, Sally Beauty
Lindsay Eichten is Director of Loyalty for Sally Beauty North America. Lindsay is passionate about bringing practical, tactical, measurable changes to retail loyalty programs. Since joining the Sally Beauty team in 2015, Lindsay has led the development of a number loyalty member lifecycle emails and bringing the newly refreshed Sally Beauty branding to life within the loyalty program. The Sally Beauty team continually looks to enrich their years-old Beauty Club Card program. Lindsay has six years’ experience in loyalty program design, analysis and implementation. Prior to joining Sally Beauty, Lindsay launched several loyalty program revisions for JCPenney Rewards, including niche programs supporting two retail divisions. Lindsay began her career in loyalty research and evaluation while working for Cinemark USA. Lindsay holds a BA in Economics and Finance and a Masters in Management Administration from the Naveen Jindall School of Management at UT Dallas.
Noah Brodsky, SVP Worldwide Loyalty & Customer Engagement, Wyndham Hotel Group
As senior vice president of worldwide loyalty and customer engagement, Noah Brodsky is responsible for the growth and evolution of Wyndham Rewards, the newly re-launched guest loyalty program of Wyndham Hotel Group, the world’s largest hotel company.
Designed to be both simple and generous, Wyndham Rewards is a first-of-its-kind program for the hospitality industry, offering members a free night stay at any of more than 7,700 hotels around the globe for just 15,000 points with the opportunity to earn a minimum 1,000 points on every qualified stay.
In addition to Wyndham Rewards, Brodsky is also responsible for overseeing the program’s co-brand credit card, marketing partnerships, multi-brand advertising, social media marketing, customer care, and customer acquisition and retention efforts.
Brodsky joined Wyndham Hotel Group in June 2014 as vice president, sales innovation, where he was responsible for increasing the sales efficiency and driving the development and expansion of sales tools and systems for Wyndham Hotel Group’s global and field sales teams through strategy, systems administration, project management, communications and marketing and sales process.
Previously, Brodsky served as chief experience officer at WeWork, a venture-backed office leasing and co-working company based in New York, N.Y., where he oversaw operations, sales, marketing and public relations. His prior experience in the hospitality industry includes roles at Starwood Hotels and Resorts, Four Seasons Resorts and Walt Disney World.
Brodsky earned his bachelor’s degree at the Cornell University School of Hotel Administration in Ithaca, N.Y., and his master’s degree in business administration from Harvard Business School in Boston, Mass.
He is based in Wyndham Hotel Group’s Parsippany, N.J., offices.