This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

This episode is also available in video format on www.Loyalty.TV.

Nokwanda Khumalo is a seasoned executive with experience across multiple industries, having led fuel retail and loyalty projects for over a decade. In this interview, she shares how loyalty can become a powerful growth enabler when an organisation commits to it at a leadership level.

Reflecting on the 18 months following the loyalty launch at bp, Nokwanda unpacks the measurable business results achieved and explains how success went beyond technology or rewards mechanics. A critical differentiator was the deliberate investment in frontline execution — with bp placing significant emphasis on equipping and energising staff to deliver an exceptional customer experience.

Her insights reinforce a key message: loyalty drives sustainable growth when it is embedded into culture, championed by leadership, and brought to life consistently by those closest to the customer.

Hosted by Amanda Cromhout

Show Notes:

1) Nokwanda Khumalo

2) bp South Africa

3) bp rewards

4) Braving the Wilderness