Episode 673

ENOC (UAE Fuel Programme) Grows With Travel, Subscriptions and Co-Brand Propositions (#673)

Published on: 29th May, 2025

This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.

Today we welcome a new guest host – Joanna Witsch - who has been on the show a few times as one of our expert guests.

Joanna Witsch is hosting today's episode which features one of Comarch’s most loyal clients - Emirates National Oil Company (ENOC).

Her guest is Suryaveer Singh who is the Head of Loyalty CRM and Data at ENOC (more often simply known as Suri).

Suri was previously on the show in 2021 and since then the YES Rewards programme has grown dramatically.

This UAE-based fuel-led loyalty programme now has over a million members and includes a co-branded credit card, a subscription tier and also a consumer travel proposition, effectively evolving in to a comprehensive lifestyle programme.

Please enjoy this conversation between Joanna Witsch from Comarch and Suri Singh from ENOC.

This episode is sponsored by Comarch.

Show Notes:

1) Suryaveer Singh

2) Joanna Witsch

3) YES Rewards

4) Emirates National Oil Company

5) Comarch

6) The Psychology of Money (Book)

7) Yes Rewards from ENOC - Fuel, Food & Convenience Loyalty in UAE - 2021 Episode

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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”.