Episode 706

Panel: Loyalty no es marketing; es EBITDA (#706)

Published on: 23rd September, 2025

This episode of Let's Talk Loyalty & Loyalty TV is in Spanish and this episode was recorded live.

Bienvenidos al panel de Customer Loyalty. Hoy queremos elevar la conversación: la lealtad no es puntos, cupones ni cashback; es una ciencia y un arte con metodología que genera conocimiento del cliente y rentabilidad. Debatiremos la tesis: la lealtad de las marcas a sus clientes no es un tema de marketing; es un factor fundamental de generación de EBITDA. Comúnmente las empresas confunden los programas de lealtad como generadores de costos y gastos y pocas veces tienen la visión de que pueden ser una fuente de ingresos incrementales para el negocio. Para llegar a este conocimiento, es necesario desmitificar varios preceptos incorrectos que existen en esta materia. Se requiere tener una estrategia clara para que el diseño del programa cumpla con la encomienda de ser un centro de ingresos y no de costo.

Nos acompañan tres expertos que han diseñado, implementado y operado programas de lealtad reales: Fernando Jiménez, Carlos SanRomán y Raziel Rocha. Vamos a explorar variables financieras, gestión eficiente del pasivo, gamificación, efecto “loyalty currency”, redención y cómo llevar un programa al siguiente nivel, entre otros temas.

Hosted by Alex Saul.

Show Notes:

1) Fernando Jimenez

2) Carlos SanRomán

3) Raziel Rocha

4) The Business of Expertise – David C Baker

5) Carlos SanRomán: Loyalty Programs Currency Effect – Evert De Boer / Xiao Yao Chin

6) Freedom from the Known– J. Krishnamurti

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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.