Zsuzsa Kecsmar

Zsuzsa Kecsmar is the co-founder and Chief Strategy Officer at Antavo AI Loyalty Cloud.

Their SaaS platform serves brands like Hyatt, LVMH, KFC, Skims, C&A, Flying Tiger, Notino, Scandic Hotels, Kathmandu, Rip Curl or Brightline trains with their team of 100+ technology and loyalty experts globally.

She was recognized as Personality of the Year at the International Loyalty Awards in 2024. She co-founded her company at the final year of university. 

Zsuzsa is a former journalist who won the European Young Journalist Award from the European Commission, and a recognized female founder in tech by Forbes. 

Zsuzsa is raising their 3 children with her husband, co-founder and CEO of Antavo, Attila Kecsmar. **


THE WAYS I CAN HELP YOU:


- I can help you be better at your job in customer loyalty and marketing. Follow me for loyalty info. We publish THE report for loyalty programs for years. Here is the latest edition: https://eu1.hubs.ly/H073g3k0

- We can help you with innovative tech for loyalty programs: https://antavo.com/

- I can speak on your next event related to marketing, customer retention, loyalty, or loyalty programs. DM me!

- I can help you think about your loyalty program revamp or replatform, or if you are considering launching a new program. Book a 15 mins slot in my calendar (through the button under my profile).

Looking forward to connecting with you!

Co-founder, Chief Strategy Officer

The Point of Loyalty 

A data driven marketer (29+ years), obsessed with customer loyalty, I help brands make more money from the abundance of their existing customers.

Retain the best. Grow the rest. 

I provide specialist loyalty advice, facilitation and mentoring to deliver thriving customer loyalty programs, retention and relationship marketing programs. 

Since 2013, I've commissioned, co-authored & authored 16 independent consumer research studies  - For Love or Money™ - on customer loyalty & loyalty programs in Australia & New Zealand. 

For Love or Money™ 2023 - Australia, 11th edition is now available.
 
Solutions provided: 
• Leadership alignment - 'what is loyalty?'
• 'Do You Really Need A Loyalty Program?' diagnostic defines vision, goals, measures of success 
• Design a Quality Program Proposition (QPP) with our Four Factor framework
• Buying behaviour analytics (past & predictive) + tailored research (next point)
• Member & team research (benchmarks from ‘For Love or Money™’ research)
• Building program Financial Fitness = profit & loss, cashflow & balance sheet
• Proven framework to build loyalty champion teams
• Technology requirements specification & vendor selection
• Adding partners to a loyalty ecosystem-6 pillar evaluation model
• Mentoring for program optimisation 

Specialist loyalty advisory for brands - Accor Hotels, Advantage Pharmacy Group, Bakers Delight, Bed, Bath 'n Table, Baby Bunting, BeFitFood, BIG4 Holiday Parks, Bonds, Choice Hotels, Click Frenzy, Dulux, Forever New Fashion, G8 Education, MCC, Milwaukee Tools, Middy's, NHP Electronics, Officeworks, RSL VIC, RSEA Safety Stores, Ryobi, Riot Art & Craft, Sheridan, Toyota, Tabcorp, Vicinity Centres, Westpac Group & EZToken Rewards - Australia's first blockchain cryptocurrency rewards program.

Speaker on customer loyalty/loyalty programs. Panelist The Loyalty Podcast

Specialties: Retention, loyalty & rewards program strategy, design, research (consumer, team, competitor), loyalty program mentoring.

Customer loyalty specialist / CEO: The Point of Loyalty / Author: For Love or Money™ research 

- customer loyalty programs and loyalty marketing strategies
- marketing that makes price irrelevant - how to move from a product sell to a service utility

CEO and Founder - Customer loyalty marketing, loyalty & rewards program strategy, structure, deploy

Directivity

Established in 2007, Directivity has been providing loyalty and customer acquisition strategies and campaign implementation. Some of our clients we have worked with include BlueScope Steel, Pearson, Amcal, Kmart, Chartis Insurance and Quest Serviced Apartments.

CEO and founder

Lavender

Set up office and recruited team to work on the new flybuys launch - Australia's largest loyalty program re-launch

Managing Director - Melbourne

In Home Learning

In my role as director of marketing, I developed all the lead generation activities and call centre appointment setting

Director

Lavender - Direct Marketing Agency

Whilst at Lavender, a direct marketing agency based in Sydney, Adam assisted the set up of an office in New Zealand to service their clients and build the business. Adam was instrumental in helping thier client Westpac focus on results based direct marketing as well as acquire new business for the agency.

Associate Director

Marketability

Strategy

I help brands design and optimise loyalty programs that are profitable for the business, meaningful and desirable for customers, and embraced by the team.

As founder of The Point of Loyalty and the creator of the Triple Bottom-Line of Loyalty Program Success©, I bring over 18 years of specialist expertise to loyalty and customer engagement strategies. 

My approach is strategic, evidence-based, and human. 

Since 2007, I have helped brands such as: Accor Hotels, Advantage Pharmacy Group, Brand Collective, Bakers Delight (Dough Getters), Bed, Bath 'n Table, Baby Bunting, BeFitFood, BIG4 Holiday Parks, Blue Bungalow, Bonds, Bupa Health Insurance, Choice Hotels, Click Frenzy, Dulux, ECOSA, Forever New Fashion, Frankie 4, Farmer Jacks Grocery, Fowles Winery, G8 Education (Childcare Saver), Lifeblood, Mastercard, MCC, Middy's, Officeworks, Peninsula Hot Springs, RSL VIC, RSEA, RMIA, Ramen Danbo, Ryobi, Riot Art & Craft, Sheridan, Thermomix, Toyota, Tabcorp, Vicinity Centres, Westpac Group and Walker Corp.

Since 2013, I've commissioned 18 independent consumer research studies  - For Love or Money™ - on customer loyalty & loyalty programs in Australia & New Zealand. 

For Love or Money™ 2025 - Australia 13th edition is now available!
 
Services:
• Leadership alignment: What is loyalty to your brand?
• Do you really need a loyalty program? Clarity on vision, goals & success measures
• Program Proposition designed with Nine Currencies Customers Care about (including Joyalty* Moments of Magic!)
• Customer/member buying behaviour & value segmentation analysis
• Member, non-member & team research (benchmark to For Love or Money™)
• Program Financial Fitness: profit & loss, cashflow, balance sheet
• Proven process to build a team of loyalty champions
• Technology specification & evaluation
• Program optimisation 

Certified Loyalty Marketing Professional (CLMP™). Speaker on loyalty/ loyalty programs. Creator of the vlogcast 'What's the point of loyalty?'

Specialties: Loyalty & rewards program strategy, design, team belief and buy-in, mentoring, customer and member research

*A word I found in a book Brand Currency (Steve Susi). I loved it (for obvious reasons) and have redefined it to inspire program managers to add Joyalty* to their Loyalty Program. Joyalty* = Your customer’s feeling of maximum joy and delight from one or a series of Moments of Magic (MoMs) delivered by your brand J*MoMs

Adam Posner - Loyalty Specialist

Loyalty programs are here, there and everywhere.

Love them. Loathe them. 

Are worth the effort. Are not. (Consumer POV)
Do work. Don't work. (Brand POV)

Anthony Keane provides a point of view on loyalty programs for the consumer.

There is a signal in the fact that a full page of commentary is given to programs evidenced by their pervasiveness in consumer culture and their investment by business across categories.

The caveat is -  they are not for everyone, but they are for many!

#loyaltyprogram

This week the frequent flyer aka frequent buyer programs have been very active telling their stories and sharing their strategies (public facing versions).

With confirmation bias firmly imbedded into my daily routine, I do love it when such big and influential programs go all out on their changes and future focus. 

One of the better (best) articles on the lastest release of news from #Qantas is here from Andrew Birmingham 🕵️‍♂️

I am not going to go into the details of the good, the bad and the beautiful of #QantasFrequentFlyer (Qantas Loyalty)...best left to professionals like Steve Hui  ...rather I want to celebrate some of the "quotable stories" that I believe can keep the wider 'loyalty program industry' lifting their programs out of the clutter of conformity.

Three of my mantra's are confirmed below:
- Redemption is Retention
- Partnerships are Powerful
- Profitable programs are possible 

Quotes like:

Qantas’ Frequent Flyer program has evolved into something closer to a consumer platform. 
"The company now counts 18.3m Frequent Flyer members (NO mention of how many are ACTIVE), up 7 per cent year-on-year. Points earned rose 10 per cent to 120bn, while redemptions climbed 17 per cent to 102bn. More than 2.5m reward seats were booked using Qantas Points in just six months."
(Redemption is Retention)


From frequent flying to frequent buying:
"Retail partnerships are expanding the everyday footprint. The airline highlighted the launch of David Jones as a new earn partner and said Frequent Flyer members spend between 10 per cent and 20 per cent more than non-members across new retail partners launched in the past 18 months. Ticketing redemptions through Ticketek rose by about 50 percent."
(Partnerships are Powerful)

From points to profit:
Hudson described Frequent Flyer as “a premium demand engine that creates that self-reinforcing customer loyalty." No longer positioned viewed merely as a retention tool or ancillary revenue stream, loyalty is now also presented as a contributor to yield. 
(Profitable programs are possible )... (Health warning: Not always)

Keep on flying ...

Open article: Project Sunshine: Qantas strategy shows loyalty, not lift, carries the weight, as frequent flyer economics and premium customers underwrite a very long bet | Mi3 by tinyurl.com

Project Sunshine: Qantas strategy shows loyalty, not lift, carries the weight, as frequent flyer economics and premium customers underwrite a very long bet | Mi3

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Zsuzsa Kecsmar

Adam Posner - Loyalty Specialist

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The Battle

Zsuzsa Kecsmar

Adam Posner - Loyalty Specialist

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Adam Posner - Loyalty Specialist's LinkedIn Performance

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