Todd Siegel, cxLoyalty CEO, Discusses Rebrand and Thinking Beyond Points


Todd Siegel Discusses Rebrand and Thinking Beyond Points with Loyalty360

In recent times, loyalty has come to mean more than points-based rewards programs. Of course, points-based loyalty is still alive and well, but we’re seeing more and more alternate approaches to programmatic loyalty. In particular, loyalty driven by customer experience is on the rise, because when done right, it presents brands with innovative ways to engage with today’s consumer. Todd Siegel, our President & CEO, recently spoke with Loyalty360 to discuss cxLoyalty’s experience-forward approach and how, when done right, customer experience leads to loyalty.

Siegel noted cxLoyalty’s history in the loyalty space. Prior to rebranding, cxLoyalty had existed as four divisions of Affinion, where Siegel and team gained expertise in subscriptions and other aspects of programmatic loyalty. 

Upon exiting non-core business services, such as insurance, and arriving at a focus on loyalty driven by customer experience, the organization rebranded, and cxLoyalty was born. Of the rebranding, Siegel said, “While we had many capabilities in the past, we probably didn’t do the best job at communicating them to the market. But we’ve changed that. First, by strategically realigning our focus and simplifying our strategy. Then, by the rebranding to make our focus clear: customer experience, that CX that leads to loyalty.” 

Siegel explained that the new focus meets the needs of contemporary brands and consumers. He said, “While points-based rewards remains a critical driver of strengthening a brand’s relationship with its customers, the market demands go beyond that, and we believe that CX, customer experience, leads to loyalty when it’s done right and that all aspects of the customer experience can make or break the relationship.” 

To help deliver on the brand-promise, Siegel has observed that more and more brands are implementing internal initiatives and seeking out the assistance of external entities like cxLoyalty. 

“Our clients need a way to solve their unique problems, and we recognize that an off-the-shelf product is not always the right solution.” Given that many of today’s brands encounter providers pushing products that may not be suitable for every industry or every brand, this approach may resonate with brands that find themselves facing unique challenges.  

The next big thing on the horizon for cxLoyalty is a massive tech enhancement. Siegel said, “We’re well on our way in a multi-year journey to transform our global technology operating model.” One key aspect is “leveraging infrastructure that is globally resilient.” He explained, “We’re a global company. We’re in over 20 countries. We need to make sure we have the right infrastructure and the right flexibility.” 

The overhaul will also see a “transformation to microservices architecture,” which Siegel indicated “is going to allow us to have rapid, frequent, and reliable delivery of large, complex applications for the brands we support and their customers.” 

These enhancements will also include a customer intelligence and personalization platform, as well as migration to a cloud infrastructure. Siegel concluded, “We’re adopting the development of practices to enable multiple zero-down-time-deployments a day. One of the things we pride ourselves on is our ability to not be down.”  


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