Blind Loyalty Challenge with Andy Choi

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Hi there, I'm Amanda Cromhoe from Truth. Welcome to the Blind Laugherty

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Challenge.

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We interview world experts in loyalty blindly. We're hoping to create insight,

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spontaneity

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and a lot of fun through the challenge. The challenge is about promoting the

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Blind Laugherty

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Trust and my book called Blind Laugherty, a hundred and one loyalty concept

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radically

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simplified. All profits from the book go towards the trust. We hope you enjoy

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the Blind Laugherty Challenge.

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So today on the Blind Laugherty Challenge we have Andy Choi who is the founder

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and CEO of

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Do Good Points and thanks to Bill Hanifin, Bill Tagdu Andy. So welcome to the

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Blind Laugherty Challenge.

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Thanks Amanda, it's really nice to be here. It's awesome to have you because we

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haven't met

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before and it's always amazing to meet new special individuals in the loyalty

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industry and obviously

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to learn about incredible organizations such as Do Good Points. So for me this

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is a real privilege.

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So thank you for making the time. Yeah and thank you. I love what you're doing

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and your story.

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So I'm super happy to have this conversation. Yeah cool. Well let's get

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straight into it. So

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my first question in Blind Laugherty chapter 60 we talk about loyalty and

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sustainability but

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not just sustainability from an environmental point of view but from the social

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cause point of view

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as well. So in your opinion how big a role can loyalty play in sustainability?

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Yeah and I think

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just not just sustainability to your point I think in regards to just social

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impact right.

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Anything that kind of really puts humanity first and people and just making a

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world just a little

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bit of a better place. I think loyalty plays an incredibly important role in

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that. The word

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loyalty itself is this trust is you know is a relationship right and when I

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think about what it

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takes to build a better world it is it's the act of loyalty being loyal to our

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environment

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to society to humanitarian efforts and when I think about engagement from a

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brand perspective

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or community perspective how people come together to do something greater than

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themselves that is

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the essence of what loyalty is and what drives that loyalty and that connection

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. Yeah beautiful.

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Absolutely amazing. Wonderful. So I see on do good points that your members can

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do all sorts of

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cool things and then with that drives tearing and points and benefits so to

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speak. So in chapter

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44 of Blind Laugherty we talk about non-transactional activities and rewards.

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Just talk me through how

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important is this for programs to get this right or is it just a marketing fufu

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idea?

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I mean it's a little bit of both right marketing oil has fufu ideas and it's

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part of you know it

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just comes with the territory but that said I think it's intentionality that

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really distinguishes

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what a program and something can do comparative to just the packaging and like

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you know the green

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washing and all of that it's like stuff that kind of happens in the marketplace

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that's inevitable but

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when it comes down to the actual program and what it what it means to be

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genuine and to care

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deeply about something and to work and move towards that you can't fake that

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right and you can't

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and people are too smart your consumers your customers your your community

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members they're too

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smart right they know what it means to be really a part of something to believe

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in something and

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participate in something like a loyalty program that really reflects their

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values shares their

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core beliefs and is working towards something whether it's sustainability or

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some type of social

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impact whether that's women's rights or you know saving turtles whatever it may

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be like there's a

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community and there's a loyalty program that reflects that and that the the gen

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uineness of that and

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the intention behind that is something we cannot fake and whether it be

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transactional or not like

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the intention behind those programs is what will get exposed and what would

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drive the success

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and longevity of that program yeah and yeah i want to bottle that what you're

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saying and just repeat

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it because it's so in it's so valuable around you know you can't fake it when

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it's really real i mean

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that's certainly how i feel about blind loyalty like there's nothing fake

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around how i push the trust

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because it's so real it's so important and it's so beneficial to so many

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individuals who we can have

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but then the way you tie it back to loyalty and the the philosophy of the

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brands you know is it

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genuine is it or is it greenwashing and um you know i love that so let me

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finish my last question on

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so based on all of that one of the questions i'm often asked is well how do you

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actually measure

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the commercial return on non transactional activities it's all very well and

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good and it's

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it's great and it's in line with philosophy and but how do you measure it yeah

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i love that

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question because there's always a misconception that it's just a feel good

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thing right like it's

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just the packaging and it's not it's what we call the business of doing good

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and and there's always a

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qualitative and a quantitative way to measure both and i love what you're doing

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with blind loyalty

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right to your point like it is the essence of your mission and your brand and

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your story

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but you figured out a way to do a business around it to actually market it to

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create a book that

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drives proceeds and sales that support that mission and that story right so

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then that transactional

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aspect of it is a part of it so then from a qualitative standpoint your story

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is your story

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no one can take that away from you right your intention your your your genuin

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eness your realness

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that is you the quantitative aspect of it is the number of books you can sell

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the number of

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decisions we can have right like those are the things that are actually

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measurable KPIs that

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drive forward what we call again the business of doing good and for us all of

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that is summed up

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and towards what we talk about profit with purpose right how do we drive profit

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with purpose because

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we live in a capitalistic society and we all participate in that and there's

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nothing wrong

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with that what we're saying is how do we get a portion of that or the intention

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ality of that to

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to work towards something that's greater than ourselves to make the world a

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little bit of a

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better place to be make it more sustainable to make it better for our children

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and our families

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and our kids right those are things that are not just big ideologies are nice

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to have

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those are things that we can work towards incrementally right every dollar

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every cent has an impact

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and how do we drive more of that and again the business of doing good should

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drive profit with

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purpose you're amazing thank you flavenerke i love it profit with the purpose

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and the business

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of doing good i think i just want to bottle up the whole conversation today so

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thank you

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i knew i'd enjoy this discussion when bill suggested we charted bill hanathan

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so thank you bill

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and so now it's your opportunity to tag someone else for me to interview on the

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blind loyalty challenge

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yeah one of my dear friends and so on and advisors in the loyalty space is ch

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ris stop

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with airline information i think you you you would just a really good dude

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and a good friend good guy i think it would be great to have a conversation

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with them

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yeah lovely thank you i know chris a little bit but not super well so it'd be

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an absolute

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pleasure to get to chat tomorrow so awesome thank you so much thank you andi it

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's been such a

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pleasure to chat to you on the blind loyalty challenge thanks amanda appreciate

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the conversation