Episode 249

#249: UAE Telecoms Giant "Etisalat" Leverages Customer Loyalty for Growth

Published on: 14th July, 2022

In today’s hyper-competitive environment, telecommunications companies around the world are increasingly looking to customer loyalty mechanics to grow and succeed. 

Etisalat, headquartered in the UAE is the most valuable brand across all consumer categories in the Middle East and Africa, with a market valuation of over $41b.

The Group recently rebranded to e& as part of its strategy for constant evolution and innovation, which includes a long and impressive history of developing propositions focused on driving customer loyalty.

In today's podcast, Let's Talk Loyalty is joined by Antonio Ricciardi, SVP Consumer Intelligence & Engagement at Etisalat by e&, who's responsible for leading their Smiles Program, and he shares their learnings as they evolve from simple loyalty concepts to become a compelling consumer marketplace achieving even greater customer engagement and loyalty.


Show Notes:

1) Antonio Ricciardi SVP Consumer Intelligence & Engagement at e&

2) Etisalat by e&

3) e&

4) Smiles Program

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.