In the article "Mastering Loyalty Marketing: Experts Reveal Tips for 2025 Success" published by Campaign Brief, industry leaders—including Eagle Eye's Caitlin Stephens—share their insights on building effective loyalty strategies as customer acquisition costs rise and expectations evolve.
Caitlin Stephens, Head of HR and L&D at Eagle Eye, emphasizes the human side of loyalty: the importance of embedding inclusive, values-driven cultures that support strong customer and employee relationships. Stephens notes that loyalty doesn't begin and end with customers—it starts internally, with empowered teams and a company culture designed to reflect the very values loyalty programs aim to promote externally.
Also featured in the article is Matthew Zimmerman, Head of Loyalty at ALH Hotels, who highlights the importance of having a clear, phased loyalty vision. He recommends using AI-driven tools that can forecast campaign outcomes and automate personalized content, enabling quicker execution aligned to KPIs.
Utadi Murphy, Executive Manager at Qantas, shares that as cost-of-living pressures continue, loyalty programs must offer relevant, tangible rewards and seamless user experiences to truly drive retention.
Together, these experts make the case for loyalty marketing that is both technologically advanced and rooted in authentic customer and employee value.