Episode 735
Published on: 8th January, 2026
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This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.
In this episode, Charlie Hills is joined by Jakub and John from the Global and UK Shell Go+ Teams.
Jakub serves as the Europe & North America Loyalty & CRM Lead at Shell, where he has been driving customer engagement and commercial value since 2021. Before joining Shell, he led the end-to-end design and launch of the Footlocker Membership program in Europe. Jakub is a strong advocate for building meaningful emotional relationships with customers to ensure the long-term success and value of loyalty programs.
John is the Head of Loyalty and CRM for Shell UK. He brings a wealth of experience from across the industry, having worked in both agency and client-side roles for companies including Shell, Vodafone, and in the financial services, home energy, retail, and banking sectors.
In this episode, they share their favourite books, highlights, and key learnings from the loyalty programmes they have worked on, offering insights into what loyalty looks like today and how it is evolving for Shell.
Hosted by Charlie Hills
Show Notes :
3) Surrounded by Idiots - Book Recommendation
4) Thinking in Bets - Book recommendation