Episode 782

Best of the Back Catalogue | Gamification and Loyalty Innovation at Dell (#782)

Published on: 23rd June, 2026

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We revisit insights from Dell’s Mitch Kennedy on how one of the world’s most iconic technology companies is “powering the next technological revolution” through loyalty and engagement innovation.

With a strong focus on clear and measurable business outcomes, Mitch shares perspectives on the effectiveness of transactional rewards, the growing role of gamification, and the importance of understanding human psychology in shaping customer behaviour. The conversation also highlights the evolution and global impact of Dell’s Advantage Rewards programme and broader loyalty initiatives.

Show Notes:

1) Mitch Kennedy

2) Dell Advantage Programme

3) Book: Drive: The Surprising Truth about What Motivates Us by Daniel Pink

4) Book: Actionable Gamification by Yu-Kai Chou

5) #46: Dell's Global Loyalty Lead - Exploring Gamification

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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”.

In 2025, she was chosen as the International Loyalty Industry Personality of the Year.