In a rapidly evolving telecommunications landscape, where customer choice and switching costs continue to shift, TELUS is rising above the noise. As Canada’s fastest-growing national telco, TELUS is redefining what it means to maintain loyalty—not just through connectivity, but by embedding value into every facet of the customer experience.
In this edition of Leaders in Customer Loyalty: Brand Stories, Loyalty360 spoke with Jacob Pullia, who leads the national TELUS Rewards program. Pullia discusses the launch of the unified national program, the strategic partnerships driving deeper engagement, and how TELUS is adapting loyalty to match the needs of a price-sensitive, digitally enabled consumer base.
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Episode Transcript
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Speaker 1 (00:03):
Good afternoon, Good morning, Mark Johnson from
Loyalty360.
I hope everyone's happy, safeand well.
Welcome to our Leaders inCustomer Loyalty podcast series.
This is our Brand Storiesedition.
According to the 2025 State ofCustomer Loyalty Report, over
60% of brands are activelyrethinking or enhancing their
(00:23):
customer loyalty programs.
Of brands are activelyrethinking or enhancing their
customer loyalty programs, butwhat does it take to stand out
in an industry where customerengagement is typically low?
Enter TELUS, Canada's fastestgrowing telecom company, which
is breaking the mold with itsinnovative TELUS Rewards program
.
By delivering real valuethrough personalized offers,
(00:44):
compelling content and strategicpartnerships, TELUS is
redefining what customer loyaltylooks like in the telecom space
.
Joining us today is JacobPuglia.
He's the Director of Content,Strategy and Business
Development at TELUS.
He's going to take us behindthe scenes of this unique
transformation and share howTELUS is exceeding customer
(01:05):
expectations and setting a newstandard of customer loyalty
within the telecom industry andany industry actually.
It should be a very compellinginterview, Jacob.
Thank you very much for takingthe time to join us today.
How are you?
Speaker 2 (01:18):
I'm good.
Thanks, Mark.
How are you doing?
Speaker 1 (01:20):
Doing well.
Thank you.
First off, for those who maynot know, can you tell us a
little bit more about TELUS andwhat you guys do, how you do it
and how the company was started?
Speaker 2 (01:30):
Yeah, definitely so.
Telus is the fastest growingnational telco in Canada.
We have over 20 millioncustomer connections across
Canada and we have a diversifiedtelco portfolio.
So everything from coreconnectivity services to new and
emerging smart home services,as well as a diversified
portfolio with some investmentsin the healthcare space as well.
Speaker 1 (01:53):
Okay, and what's led to its great success being the
fastest growing telecom companyin Canada?
How do you guys do that?
Speaker 2 (02:03):
Yeah, I'd say there's a few things that have led to
the success.
So one being our networkinfrastructure excellence.
So we've made over $250 billionof investments in Canadian
telco infrastructure, mostly ourpure fiber network to
customers' homes, so biginvestments in the network that
supports our Canadian population.
(02:24):
We've really focused in oncustomer first as underpinning
everything that we do in theindustry.
So we have the most loyalcustomer base in the Canadian
telco industry and industryleading customer retention rates
.
And then I'd say the other oneis strategic diversification.
So we've made some biginvestments, as mentioned, in
(02:45):
health care technology andhealth care innovation.
And then the final one would besocial purpose, and that really
underpins everything that we do.
So we're constantly named asone of the most responsible and
giving companies, including byNewsweek this past year.
Speaker 1 (03:02):
OK, we'd love to know a little bit more about your
role within the organization,kind of what you do on a daily
basis and, more importantly, howdid you get to where you are
right now?
How did you get in customerloyalty, how did you get in
customer experience, what led tothat kind of position and how
did you get there?
Speaker 2 (03:18):
Yeah for sure.
So I started my career inconsulting, where I had the
opportunity to work with anumber of different companies
across a range of industries and, more specifically, with
Intellis.
When I joined had startedbuilding out a strategy and
partnerships team and as part ofthat, we look at product
strategy across our entireportfolio.
(03:39):
So, again, very diversifiedportfolio of services and, of
course, within the product space, a big focus on customer
journeys, value propositiondefinition and customer
excellence and, as part of that,our rewards program.
We see as something that'sstrategic and underpins a number
of our products and servicesand, as such, we decided to
(04:02):
innovate and invest in ourrewards program and our reward
transformation, which I canshare a bit more about shortly,
that's awesome, you know whenyou look at your role fastest
growing telco in Canada you'rediversifying the offering, you
get to talk about it and you getto make sure that everyone's
operationally executing on it.
Speaker 1 (04:21):
You know what keeps you up at night.
What are some of the biggestchallenges you face, or maybe
even opportunities you feel thatyou have in your position.
Speaker 2 (04:31):
So I'd say the big one in the telco sector, and
this is not unique to Canada,I'd say it's globally.
It's a really price-basedmarket, especially given
macroeconomic environments.
So as customers look atconnectivity as becoming more
and more of a commodity, it's.
How do you differentiate, howdo you drive enough meaningful
(04:51):
value to customers that they'refeeling like they should be part
of the family and you should betheir top choice when it comes
to telco services?
So, as the market becomeseasier for customers to switch,
how do you actually build thattangible value and that customer
relationship and make itmeaningful enough that they
stick around?
Speaker 1 (05:10):
Okay, you talked a little bit about tangible value.
It's easier now for customersto switch from a telco provider.
So you look at some of thechanges that are going on within
the telco industry.
It's evolving rapidly.
You touched on a coupledifferent things.
How is TELUS kind of respondingto that and engaging with the
customers as they change?
Speaker 2 (05:34):
Yeah, customers are increasingly expecting
connectivity providers to enablemore components of their
digital life.
So, for example, if I'm at home, I'm expecting my Wi-Fi
connectivity to be able tosupport working from home,
streaming in the home, etc.
Connectivity everywhere,whether it be for a phone call
on the road or data connectionwherever it might be.
(06:05):
So more and more they'relooking at connectivity
providers and telco providers toenable their digital life.
So where we're seeing the spacego and where we're focusing is
how to deliver seamlesscross-service experiences.
So when you're on the go, youhave connectivity with us.
When you get home and yourmobile device connects to the
Wi-Fi network that we'remanaging, we're able to do
(06:25):
things like execute a smart homeroutine, turn on your TV and
put on the game.
If that's what you were, youknow, heading home to watch.
Being able to more seamlesslysupport a customer's life and
embed in their lifestyle isreally where telcos have the
opportunity to play anddifferentiate again in a very
price-based market.
Speaker 1 (06:46):
Okay, when you look at some of the macroeconomic
changes, challenges or some ofthe pressures that everyone's
having I think I saw Canada'sCPI came out yesterday, US did
as well Inflation kind of achallenge, Some of the economic
uncertainty, digital adoptionand consumer behaviors that are
shifting, you know, when youlook at all the kind of changes
(07:06):
that you have to keep up with,how do you view the impacts on
the customer experience andcustomer loyalty strategy?
Are you seeing or trying toadapt the program to address
some of those opportunities?
Speaker 2 (07:18):
Yeah, definitely.
So we're seeing themacroeconomic environment
putting more downward pressureon pricing and, of course,
impacts on customer loyalty.
So what we're doing with theprogram we're really focusing in
on, again, tangible value thatwe can provide to our customers.
So things that we've introducedin our program, like roaming
passes Typically if a customeris looking to roam
(07:41):
internationally there's a $15 aday roaming pass and again you
get that with any telco providerin Canada.
We're looking at it to givecustomers value there so that
when they're roaming they havepeace of mind, connectivity at
no additional cost with roamingpasses they get through our
program.
We're looking at otherincentives and perks to help
give customers more valuethroughout, everywhere that they
(08:04):
spend, so that their share ofwallet doesn't have as much of
an impact, given themacroeconomic environment.
So we're really focusing in onvalue and differentiation in the
program, especially, again,given some of the external
pressures that you mentioned.
Speaker 1 (08:20):
Okay, you talked about some of the benefits
partnerships that you bring tothe program, keeping the program
fresh and obviously veryrelevant to your customers.
You know you relaunched theNational Loyalty Program.
Can you talk to us a little bitabout what went into the
relaunch and some of theexpanded perks and partnerships
that you have in the program?
(08:41):
And you know what inspired thiskind of transformation?
Speaker 2 (08:45):
Yeah, and Telus, as a national telco, has always had
a stronger presence.
We did a market assessment,understood what customers were
looking for, what other loyaltyprograms we're doing, and where
we saw high engagement from bothof our existing programs.
So we came together to bring anational program with tiers
(09:07):
based on the services that ahousehold has with us and, again
, given our portfolio ofservices from mobility, home,
internet, tv, smart homeservices, health services we're
really focused on providing morevalue for the entire household
and as part of that, our programnow has four tiers.
Based on the number of servicesyou have determines what tier
(09:30):
you fall in, and with everyadditional service you have, you
move up a tier which unlocksincremental perks, incremental
value, incremental points earnedand, as you mentioned, we have
a number of partners that we'vebrought into the program as well
, and our partners are alsoleaning in on some of the perks
(09:50):
and opportunities when it comesto being able to redeem points
as part of the program as well.
Speaker 1 (09:53):
That's awesome Because, as you know, many
brands are looking for ways tokind of keep the program top of
mind in telco.
You know the number of timesyou're going to engage with that
customer is going to be notfrequent, right, because you're
not retail, you're not a gas orconvenience store.
So what you're doing is whatmany brands are trying to do is
create the relevant touch pointswith the customer that can
(10:16):
create kind of a deeperengagement long term, correct.
Speaker 2 (10:24):
Correct and exactly.
We're a subscription billingservice, so we have that monthly
billing relationship and if youthink about some of the brands
that we're working with, somethat are more transactional to
your point, that may have, I'llsay, closer to a daily or weekly
engagement and touch pointswith customers, as well as some
that are more aspirational, likeour partnership with WestJet.
So we're really looking at thefull spectrum and how we have
(10:45):
more engagements and touchpoints with the customer
throughout their everyday life.
Speaker 1 (10:51):
Excellent, and WestJet was the next thing I
wanted to talk to you about.
You recently added WestJet as akey partner for the updated
Telus Rewards program.
It's a pretty uniquecollaboration between a telco
and a travel brand.
First off, can you tell us alittle bit more about how that
partnership works and also howare you determining which
(11:11):
partnerships are best and mostsuited for your customers' needs
and their values?
Speaker 2 (11:25):
Yeah.
So when it comes to determiningthe best partners and what
aligns, I'd say it starts with ashared vision, so appetite for
innovation, customer firstvalues and strategic leaders on
both sides of the table andthat's really what shapes and
underpins a strong partnership.
And all of those things weretrue when it came to WestJet.
So we see a strong alignment inour brand promise.
So WestJet's commitment toconnecting Canadians through
(11:46):
travel aligns with our missionof connecting people through
technology, and we're doing justthat.
So we brought the two brandstogether and, you'll see, in the
upcoming months we're going tohave the opportunity to bring
our rewards programs together socustomers will have the
opportunity to link accounts,earn different perks, be able to
transfer points betweenprograms, and what you'll see is
(12:08):
that telus is going to helpenable um innovative and
differentiated experiencesthrough the, the day of travel
that's presented by TELUS.
Everything throughout thatjourney is going to become more
seamless for the customer whenwe're bringing our two brands
together and really focus on thecustomer journey and customer
first principles.
Speaker 1 (12:30):
Okay, I know the new TELUS reward program has a
tiered benefit structure, kindof based on service enrollment
and product enrollment.
Can you tell us a little bitabout how that structure has
worked, how you kind of came upwith that structure and you know
how you think it's going todeepen or enhance the
relationships you have with yourcustomers?
Speaker 2 (12:50):
Yeah.
So the structure createstangible value for customers who
choose to add more serviceswith us.
And again, we offer servicesfrom mobility, internet, smart
home TV, health and some newemerging services as well, and
the reward experience is onethat grows, with our customers
reflecting the value that we putas they choose us and we earn
(13:12):
their trust with every otherconnection in their home.
So each tier adds incrementalbenefits, whether it be new
perks, higher points earned, butit creates more value for the
customer by choosing to havemore of their services with
TELUS.
Speaker 1 (13:26):
Okay, personalization is a pretty relevant topic with
brands these days,understanding kind of what works
.
How do you make the kind of thecommunication, the product, the
rewards and incentivespersonalized so it could be
redemption, it can be content,you know, how are you looking at
personalization from the TELUSRewards Program and what are you
seeing from an outcomeperspective?
Speaker 2 (13:50):
Yeah, I'd say we're early on this journey.
We're still in an educationphase with the relaunch of the
program, but as we start tothink about personalization,
it's back to all the touchpoints we have with the customer
and the household.
So, across our servicesunderstanding what customers are
watching to your point on TVand streaming services that they
have through us, to theirhealthcare needs, to their smart
(14:13):
home and daily life we'relooking at ways that we can
embed offers and perks withintheir everyday lifestyle
patterns and it's definitely topof mind for us as we evolve the
program following our relaunchin the last month or two here.
Speaker 1 (14:29):
Okay, customer loyalty is obviously very
important to brands many brands,right.
One of the things that we getthe privilege of doing is
speaking with very smart,well-intentioned but also deeply
successful customer loyaltyprograms like you and the one
that you run.
So having a qualitativeunderstanding of what customer
loyalty means to brands is veryimportant.
(14:50):
So what does customer loyaltymean to you and to TELUS?
Speaker 2 (14:55):
Yeah, for TELUS I'd say customer loyalty is
fundamentally about customerfirst and that's in everything
that we do, from designing andlaunching a new product or
service to each of the customerjourneys we have, and again to
the value propositions that webring to our customers through
our rewards program.
So we view loyalty as earningtheir trust and earning the
(15:19):
ability to serve them every dayand provide more services to the
household, and constantly we'reputting you know.
Customer first is a keyprinciple in everything that we
do.
Speaker 1 (15:29):
Okay, we talked about a little bit earlier, but
there's this big discussionright now around value.
How can you help me throughthis, this, this, you know,
potentially challenging time,right?
So value is kind of a big piece.
You know, when you look atvalue, how's that impacting the
telecom, the technology space?
With regard to what arecustomers asking for?
(15:50):
How are you bringing more valueto them?
Speaker 2 (15:53):
I'd say customers are more value driven than ever, so
it's ensuring they feel we'redelivering on our brand promise.
Ensure that we're delivering onour brand promise.
Ensure that we're delivering oncustomer-first mentality in
everything we do Part of it.
Again back to some of thepartnerships that we're building
.
It's our ecosystem of partnersthat we're integrating into the
program, so customers feel likewe can be their single partner
(16:17):
when it comes to telco servicesand also work with some of the
other brands and Canadian brandsthat they love and interact
with, whether it be daily,weekly or again on a more
aspirational, annual basis.
Speaker 1 (16:31):
That's awesome.
Speaker 2 (16:32):
Yeah.
Speaker 1 (16:34):
So, when you look at the next big thing, what is
Telus working on?
The next big thing, what isTelus working on?
What's the next big thing thatyou think?
Customer loyalty, or you'regoing to add or be considering
for a customer loyalty, customerexperience perspective, what
are you looking at?
Speaker 2 (16:51):
Yeah.
So following the launch of thenational Telus rewards program
in the last month or two, herewe're still in that education
stage of the program, so it'snew to many Canadians.
So I'd say our first principlethere is really simplification,
so making sure customers caneasily understand the value that
the program brings and reasonsto interact and engage with the
program.
(17:12):
From there I think you hit theother big point, which is going
to be personalization, sounderstanding through our
partner ecosystem, what otherpartners they interact with,
what their preference is when itcomes to perks, benefits, to
their preferred currency ofpoints.
Even, we're going to be lookingto personalize and bring the
experience to them across anumber of partner brands that
(17:35):
we're working with as well.
Speaker 1 (17:37):
That's awesome.
And when you look at theprogram, all the success you
have award-winning program wontwo awards at the 2025
Loyalty360 Awards and it's greatto see that success.
What are two or three thingsthat you're most proud of
regarding your program?
Speaker 2 (17:55):
Yeah, I'd say, firstly, the team that's been
with the program for a number ofyears, again starting with a
program that we had in Albertaand BC that was really Western
focused, to a separate programin Quebec that also had a number
of successes and learnings, andbeing able to bring those two
programs together and evolvethem into a national program.
(18:17):
We have a strong team, so reallyproud of that I think.
The other one I'd say is thatwe're proud of the amount of
value that we're able to bringto Canadians on top of just
making us for their core telcoservices.
But the incremental value we'rebringing with some of the perks
, benefits, being able toincrease the value we're
(18:37):
bringing to every Canadianhousehold that's with telus is
is um a big excitement of mine.
And maybe the third one I'd sayis um the success of our launch
to date with uh, with nomarketing and really being
through a word of mouth andone-to-one communication with
eligible customer base uh.
Within a month we saw 100,000new reward members sign up.
(19:00):
So really excited about theopportunity that the program is
bringing and, again, the morevalue that we can drive into
every Canadian household.
Speaker 1 (19:10):
Excellent.
You know, when you look at kindof the program, continue to
evolve it.
You're an active member ofloyalty 360.
And we definitely appreciatethat.
And what can loyalty 360 do tohelp you and your team with your
program?
Speaker 2 (19:23):
yeah, there's a few things.
So one again with uh.
With the relaunch of theprogram here, we're still early
days in education of the programto more canadian households.
So all of the learnings that uh, that loyalty 360, can bring
when it comes to personalizationand customer preferences as we
continue to develop our rewardsroadmap and our loyalty roadmap.
(19:45):
Secondly would just be thenetwork of other Loyalty360
partners.
A ton of great learnings andloyalty leadership that's
engaged through Loyalty360 hasbeen tremendous as well.
So even at Loyalty Expo, havingthe opportunity to network with
other like-minded individualswas a great opportunity for us
to think about how we want toshape and continue to evolve our
(20:07):
program.
Speaker 1 (20:08):
Excellent.
Well, thank you very much,Jacob, for the amazing insight
on the program and also gettingto know you a little bit better.
It was great connecting, butyou're not off the hook yet.
We have our wonderful quickfirequestions where we like a short
phrase or a few word response.
So I get in trouble with Hannahand Ethan.
(20:30):
I don't like being in trouble,so the first question I have is
what is your favorite word?
Speaker 2 (20:37):
Yeah, I mean innovation.
It underpins everything that wedo.
We're constantly looking atwhere is the market going and
where can we bring things.
Speaker 1 (20:46):
Okay, what is your least favorite word that you or
others use?
Speaker 2 (20:50):
Difficult when folks say it's too difficult.
You know how do we break downthe problem.
How do we overcome it.
How do we tackle it as a teamhere.
How do we overcome it?
How do we tackle it as a teamhere Okay.
What excites you?
Ambiguity and autonomy.
So open-ended problem andrunway to go solve it.
Okay.
(21:14):
You know what do you findtiresome?
I'd say again maybe it's spinwith difficult problems, right.
How do we just break down theproblem into manageable chunks
and again start tackling?
Speaker 1 (21:20):
Okay, you know, is there a book that you've read,
or you read frequently, thatyou'd like to recommend to
colleagues?
Speaker 2 (21:26):
Yeah, I'd say, playing to win really focuses in
on where you should play in themarket, how, how you're set up
for success and why you have theright to win there, which which
is always key.
Speaker 1 (21:37):
Excellent.
You know what profession underthe other than the one you
currently have?
Would you maybe like to try?
Speaker 2 (21:44):
Yeah, I mean I have content in my portfolio which is
always an exciting one, sosomewhere in the production
creative field would be exciting.
Speaker 1 (21:53):
Okay and last question how do you want to be
remembered by your friends andfamily?
Speaker 2 (21:59):
Someone who's very open and honest and a good team
member, someone that'ssupportive and always there.
Speaker 1 (22:08):
Okay, well, excellent .
Well, jacob, thank you againfor taking the time to speak
with us today.
It was a pleasure speaking withyou and also getting an update
on the TELUS program.
Look forward to hearing moreabout the new program and some
of the new partnerships you guyswill bring to bear, I'm sure,
over the nextELUS program.
Look forward to hearing moreabout the new program and some
of the new partnerships you guyswill bring to bear, I'm sure
over the next year or so.
Speaker 2 (22:23):
Great Thanks, mark, appreciate the time.
Speaker 1 (22:26):
Absolutely, and thank you everyone for taking the
time to join us, for our Leadersand Customers, multiseries.
Look forward to having you backevery Thursday and until then,
have a wonderful day.
Good afternoon, Good morning, Mark Johnson from
Loyalty360.
I hope everyone's happy, safeand well.
Welcome to our Leaders inCustomer Loyalty podcast series.
This is our Brand Storiesedition.
According to the 2025 State ofCustomer Loyalty Report, over
60% of brands are activelyrethinking or enhancing their
(00:23):
customer loyalty programs.
Of brands are activelyrethinking or enhancing their
customer loyalty programs, butwhat does it take to stand out
in an industry where customerengagement is typically low?
Enter TELUS, Canada's fastestgrowing telecom company, which
is breaking the mold with itsinnovative TELUS Rewards program
.
By delivering real valuethrough personalized offers,
(00:44):
compelling content and strategicpartnerships, TELUS is
redefining what customer loyaltylooks like in the telecom space
.
Joining us today is JacobPuglia.
He's the Director of Content,Strategy and Business
Development at TELUS.
He's going to take us behindthe scenes of this unique
transformation and share howTELUS is exceeding customer
(01:05):
expectations and setting a newstandard of customer loyalty
within the telecom industry andany industry actually.
It should be a very compellinginterview, Jacob.
Thank you very much for takingthe time to join us today.
How are you?
Speaker 2 (01:18):
I'm good.
Thanks, Mark.
How are you doing?
Speaker 1 (01:20):
Doing well.
Thank you.
First off, for those who maynot know, can you tell us a
little bit more about TELUS andwhat you guys do, how you do it
and how the company was started?
Speaker 2 (01:30):
Yeah, definitely so.
Telus is the fastest growingnational telco in Canada.
We have over 20 millioncustomer connections across
Canada and we have a diversifiedtelco portfolio.
So everything from coreconnectivity services to new and
emerging smart home services,as well as a diversified
portfolio with some investmentsin the healthcare space as well.
Speaker 1 (01:53):
Okay, and what's led to its great success being the
fastest growing telecom companyin Canada?
How do you guys do that?
Speaker 2 (02:03):
Yeah, I'd say there's a few things that have led to
the success.
So one being our networkinfrastructure excellence.
So we've made over $250 billionof investments in Canadian
telco infrastructure, mostly ourpure fiber network to
customers' homes, so biginvestments in the network that
supports our Canadian population.
(02:24):
We've really focused in oncustomer first as underpinning
everything that we do in theindustry.
So we have the most loyalcustomer base in the Canadian
telco industry and industryleading customer retention rates
.
And then I'd say the other oneis strategic diversification.
So we've made some biginvestments, as mentioned, in
(02:45):
health care technology andhealth care innovation.
And then the final one would besocial purpose, and that really
underpins everything that we do.
So we're constantly named asone of the most responsible and
giving companies, including byNewsweek this past year.
Speaker 1 (03:02):
OK, we'd love to know a little bit more about your
role within the organization,kind of what you do on a daily
basis and, more importantly, howdid you get to where you are
right now?
How did you get in customerloyalty, how did you get in
customer experience, what led tothat kind of position and how
did you get there?
Speaker 2 (03:18):
Yeah for sure.
So I started my career inconsulting, where I had the
opportunity to work with anumber of different companies
across a range of industries and, more specifically, with
Intellis.
When I joined had startedbuilding out a strategy and
partnerships team and as part ofthat, we look at product
strategy across our entireportfolio.
(03:39):
So, again, very diversifiedportfolio of services and, of
course, within the product space, a big focus on customer
journeys, value propositiondefinition and customer
excellence and, as part of that,our rewards program.
We see as something that'sstrategic and underpins a number
of our products and servicesand, as such, we decided to
(04:02):
innovate and invest in ourrewards program and our reward
transformation, which I canshare a bit more about shortly,
that's awesome, you know whenyou look at your role fastest
growing telco in Canada you'rediversifying the offering, you
get to talk about it and you getto make sure that everyone's
operationally executing on it.
Speaker 1 (04:21):
You know what keeps you up at night.
What are some of the biggestchallenges you face, or maybe
even opportunities you feel thatyou have in your position.
Speaker 2 (04:31):
So I'd say the big one in the telco sector, and
this is not unique to Canada,I'd say it's globally.
It's a really price-basedmarket, especially given
macroeconomic environments.
So as customers look atconnectivity as becoming more
and more of a commodity, it's.
How do you differentiate, howdo you drive enough meaningful
(04:51):
value to customers that they'refeeling like they should be part
of the family and you should betheir top choice when it comes
to telco services?
So, as the market becomeseasier for customers to switch,
how do you actually build thattangible value and that customer
relationship and make itmeaningful enough that they
stick around?
Speaker 1 (05:10):
Okay, you talked a little bit about tangible value.
It's easier now for customersto switch from a telco provider.
So you look at some of thechanges that are going on within
the telco industry.
It's evolving rapidly.
You touched on a coupledifferent things.
How is TELUS kind of respondingto that and engaging with the
customers as they change?
Speaker 2 (05:34):
Yeah, customers are increasingly expecting
connectivity providers to enablemore components of their
digital life.
So, for example, if I'm at home, I'm expecting my Wi-Fi
connectivity to be able tosupport working from home,
streaming in the home, etc.
Connectivity everywhere,whether it be for a phone call
on the road or data connectionwherever it might be.
(06:05):
So more and more they'relooking at connectivity
providers and telco providers toenable their digital life.
So where we're seeing the spacego and where we're focusing is
how to deliver seamlesscross-service experiences.
So when you're on the go, youhave connectivity with us.
When you get home and yourmobile device connects to the
Wi-Fi network that we'remanaging, we're able to do
(06:25):
things like execute a smart homeroutine, turn on your TV and
put on the game.
If that's what you were, youknow, heading home to watch.
Being able to more seamlesslysupport a customer's life and
embed in their lifestyle isreally where telcos have the
opportunity to play anddifferentiate again in a very
price-based market.
Speaker 1 (06:46):
Okay, when you look at some of the macroeconomic
changes, challenges or some ofthe pressures that everyone's
having I think I saw Canada'sCPI came out yesterday, US did
as well Inflation kind of achallenge, Some of the economic
uncertainty, digital adoptionand consumer behaviors that are
shifting, you know, when youlook at all the kind of changes
(07:06):
that you have to keep up with,how do you view the impacts on
the customer experience andcustomer loyalty strategy?
Are you seeing or trying toadapt the program to address
some of those opportunities?
Speaker 2 (07:18):
Yeah, definitely.
So we're seeing themacroeconomic environment
putting more downward pressureon pricing and, of course,
impacts on customer loyalty.
So what we're doing with theprogram we're really focusing in
on, again, tangible value thatwe can provide to our customers.
So things that we've introducedin our program, like roaming
passes Typically if a customeris looking to roam
(07:41):
internationally there's a $15 aday roaming pass and again you
get that with any telco providerin Canada.
We're looking at it to givecustomers value there so that
when they're roaming they havepeace of mind, connectivity at
no additional cost with roamingpasses they get through our
program.
We're looking at otherincentives and perks to help
give customers more valuethroughout, everywhere that they
(08:04):
spend, so that their share ofwallet doesn't have as much of
an impact, given themacroeconomic environment.
So we're really focusing in onvalue and differentiation in the
program, especially, again,given some of the external
pressures that you mentioned.
Speaker 1 (08:20):
Okay, you talked about some of the benefits
partnerships that you bring tothe program, keeping the program
fresh and obviously veryrelevant to your customers.
You know you relaunched theNational Loyalty Program.
Can you talk to us a little bitabout what went into the
relaunch and some of theexpanded perks and partnerships
that you have in the program?
(08:41):
And you know what inspired thiskind of transformation?
Speaker 2 (08:45):
Yeah, and Telus, as a national telco, has always had
a stronger presence.
We did a market assessment,understood what customers were
looking for, what other loyaltyprograms we're doing, and where
we saw high engagement from bothof our existing programs.
So we came together to bring anational program with tiers
(09:07):
based on the services that ahousehold has with us and, again
, given our portfolio ofservices from mobility, home,
internet, tv, smart homeservices, health services we're
really focused on providing morevalue for the entire household
and as part of that, our programnow has four tiers.
Based on the number of servicesyou have determines what tier
(09:30):
you fall in, and with everyadditional service you have, you
move up a tier which unlocksincremental perks, incremental
value, incremental points earnedand, as you mentioned, we have
a number of partners that we'vebrought into the program as well
, and our partners are alsoleaning in on some of the perks
(09:50):
and opportunities when it comesto being able to redeem points
as part of the program as well.
Speaker 1 (09:53):
That's awesome Because, as you know, many
brands are looking for ways tokind of keep the program top of
mind in telco.
You know the number of timesyou're going to engage with that
customer is going to be notfrequent, right, because you're
not retail, you're not a gas orconvenience store.
So what you're doing is whatmany brands are trying to do is
create the relevant touch pointswith the customer that can
(10:16):
create kind of a deeperengagement long term, correct.
Speaker 2 (10:24):
Correct and exactly.
We're a subscription billingservice, so we have that monthly
billing relationship and if youthink about some of the brands
that we're working with, somethat are more transactional to
your point, that may have, I'llsay, closer to a daily or weekly
engagement and touch pointswith customers, as well as some
that are more aspirational, likeour partnership with WestJet.
So we're really looking at thefull spectrum and how we have
(10:45):
more engagements and touchpoints with the customer
throughout their everyday life.
Speaker 1 (10:51):
Excellent, and WestJet was the next thing I
wanted to talk to you about.
You recently added WestJet as akey partner for the updated
Telus Rewards program.
It's a pretty uniquecollaboration between a telco
and a travel brand.
First off, can you tell us alittle bit more about how that
partnership works and also howare you determining which
(11:11):
partnerships are best and mostsuited for your customers' needs
and their values?
Speaker 2 (11:25):
Yeah.
So when it comes to determiningthe best partners and what
aligns, I'd say it starts with ashared vision, so appetite for
innovation, customer firstvalues and strategic leaders on
both sides of the table andthat's really what shapes and
underpins a strong partnership.
And all of those things weretrue when it came to WestJet.
So we see a strong alignment inour brand promise.
So WestJet's commitment toconnecting Canadians through
(11:46):
travel aligns with our missionof connecting people through
technology, and we're doing justthat.
So we brought the two brandstogether and, you'll see, in the
upcoming months we're going tohave the opportunity to bring
our rewards programs together socustomers will have the
opportunity to link accounts,earn different perks, be able to
transfer points betweenprograms, and what you'll see is
(12:08):
that telus is going to helpenable um innovative and
differentiated experiencesthrough the, the day of travel
that's presented by TELUS.
Everything throughout thatjourney is going to become more
seamless for the customer whenwe're bringing our two brands
together and really focus on thecustomer journey and customer
first principles.
Speaker 1 (12:30):
Okay, I know the new TELUS reward program has a
tiered benefit structure, kindof based on service enrollment
and product enrollment.
Can you tell us a little bitabout how that structure has
worked, how you kind of came upwith that structure and you know
how you think it's going todeepen or enhance the
relationships you have with yourcustomers?
Speaker 2 (12:50):
Yeah.
So the structure createstangible value for customers who
choose to add more serviceswith us.
And again, we offer servicesfrom mobility, internet, smart
home TV, health and some newemerging services as well, and
the reward experience is onethat grows, with our customers
reflecting the value that we putas they choose us and we earn
(13:12):
their trust with every otherconnection in their home.
So each tier adds incrementalbenefits, whether it be new
perks, higher points earned, butit creates more value for the
customer by choosing to havemore of their services with
TELUS.
Speaker 1 (13:26):
Okay, personalization is a pretty relevant topic with
brands these days,understanding kind of what works
.
How do you make the kind of thecommunication, the product, the
rewards and incentivespersonalized so it could be
redemption, it can be content,you know, how are you looking at
personalization from the TELUSRewards Program and what are you
seeing from an outcomeperspective?
Speaker 2 (13:50):
Yeah, I'd say we're early on this journey.
We're still in an educationphase with the relaunch of the
program, but as we start tothink about personalization,
it's back to all the touchpoints we have with the customer
and the household.
So, across our servicesunderstanding what customers are
watching to your point on TVand streaming services that they
have through us, to theirhealthcare needs, to their smart
(14:13):
home and daily life we'relooking at ways that we can
embed offers and perks withintheir everyday lifestyle
patterns and it's definitely topof mind for us as we evolve the
program following our relaunchin the last month or two here.
Speaker 1 (14:29):
Okay, customer loyalty is obviously very
important to brands many brands,right.
One of the things that we getthe privilege of doing is
speaking with very smart,well-intentioned but also deeply
successful customer loyaltyprograms like you and the one
that you run.
So having a qualitativeunderstanding of what customer
loyalty means to brands is veryimportant.
(14:50):
So what does customer loyaltymean to you and to TELUS?
Speaker 2 (14:55):
Yeah, for TELUS I'd say customer loyalty is
fundamentally about customerfirst and that's in everything
that we do, from designing andlaunching a new product or
service to each of the customerjourneys we have, and again to
the value propositions that webring to our customers through
our rewards program.
So we view loyalty as earningtheir trust and earning the
(15:19):
ability to serve them every dayand provide more services to the
household, and constantly we'reputting you know.
Customer first is a keyprinciple in everything that we
do.
Speaker 1 (15:29):
Okay, we talked about a little bit earlier, but
there's this big discussionright now around value.
How can you help me throughthis, this, this, you know,
potentially challenging time,right?
So value is kind of a big piece.
You know, when you look atvalue, how's that impacting the
telecom, the technology space?
With regard to what arecustomers asking for?
(15:50):
How are you bringing more valueto them?
Speaker 2 (15:53):
I'd say customers are more value driven than ever, so
it's ensuring they feel we'redelivering on our brand promise.
Ensure that we're delivering onour brand promise.
Ensure that we're delivering oncustomer-first mentality in
everything we do Part of it.
Again back to some of thepartnerships that we're building
.
It's our ecosystem of partnersthat we're integrating into the
program, so customers feel likewe can be their single partner
(16:17):
when it comes to telco servicesand also work with some of the
other brands and Canadian brandsthat they love and interact
with, whether it be daily,weekly or again on a more
aspirational, annual basis.
Speaker 1 (16:31):
That's awesome.
Speaker 2 (16:32):
Yeah.
Speaker 1 (16:34):
So, when you look at the next big thing, what is
Telus working on?
The next big thing, what isTelus working on?
What's the next big thing thatyou think?
Customer loyalty, or you'regoing to add or be considering
for a customer loyalty, customerexperience perspective, what
are you looking at?
Speaker 2 (16:51):
Yeah.
So following the launch of thenational Telus rewards program
in the last month or two, herewe're still in that education
stage of the program, so it'snew to many Canadians.
So I'd say our first principlethere is really simplification,
so making sure customers caneasily understand the value that
the program brings and reasonsto interact and engage with the
program.
(17:12):
From there I think you hit theother big point, which is going
to be personalization, sounderstanding through our
partner ecosystem, what otherpartners they interact with,
what their preference is when itcomes to perks, benefits, to
their preferred currency ofpoints.
Even, we're going to be lookingto personalize and bring the
experience to them across anumber of partner brands that
(17:35):
we're working with as well.
Speaker 1 (17:37):
That's awesome.
And when you look at theprogram, all the success you
have award-winning program wontwo awards at the 2025
Loyalty360 Awards and it's greatto see that success.
What are two or three thingsthat you're most proud of
regarding your program?
Speaker 2 (17:55):
Yeah, I'd say, firstly, the team that's been
with the program for a number ofyears, again starting with a
program that we had in Albertaand BC that was really Western
focused, to a separate programin Quebec that also had a number
of successes and learnings, andbeing able to bring those two
programs together and evolvethem into a national program.
(18:17):
We have a strong team, so reallyproud of that I think.
The other one I'd say is thatwe're proud of the amount of
value that we're able to bringto Canadians on top of just
making us for their core telcoservices.
But the incremental value we'rebringing with some of the perks
, benefits, being able toincrease the value we're
(18:37):
bringing to every Canadianhousehold that's with telus is
is um a big excitement of mine.
And maybe the third one I'd sayis um the success of our launch
to date with uh, with nomarketing and really being
through a word of mouth andone-to-one communication with
eligible customer base uh.
Within a month we saw 100,000new reward members sign up.
(19:00):
So really excited about theopportunity that the program is
bringing and, again, the morevalue that we can drive into
every Canadian household.
Speaker 1 (19:10):
Excellent.
You know, when you look at kindof the program, continue to
evolve it.
You're an active member ofloyalty 360.
And we definitely appreciatethat.
And what can loyalty 360 do tohelp you and your team with your
program?
Speaker 2 (19:23):
yeah, there's a few things.
So one again with uh.
With the relaunch of theprogram here, we're still early
days in education of the programto more canadian households.
So all of the learnings that uh, that loyalty 360, can bring
when it comes to personalizationand customer preferences as we
continue to develop our rewardsroadmap and our loyalty roadmap.
(19:45):
Secondly would just be thenetwork of other Loyalty360
partners.
A ton of great learnings andloyalty leadership that's
engaged through Loyalty360 hasbeen tremendous as well.
So even at Loyalty Expo, havingthe opportunity to network with
other like-minded individualswas a great opportunity for us
to think about how we want toshape and continue to evolve our
(20:07):
program.
Speaker 1 (20:08):
Excellent.
Well, thank you very much,Jacob, for the amazing insight
on the program and also gettingto know you a little bit better.
It was great connecting, butyou're not off the hook yet.
We have our wonderful quickfirequestions where we like a short
phrase or a few word response.
So I get in trouble with Hannahand Ethan.
(20:30):
I don't like being in trouble,so the first question I have is
what is your favorite word?
Speaker 2 (20:37):
Yeah, I mean innovation.
It underpins everything that wedo.
We're constantly looking atwhere is the market going and
where can we bring things.
Speaker 1 (20:46):
Okay, what is your least favorite word that you or
others use?
Speaker 2 (20:50):
Difficult when folks say it's too difficult.
You know how do we break downthe problem.
How do we overcome it.
How do we tackle it as a teamhere.
How do we overcome it?
How do we tackle it as a teamhere Okay.
What excites you?
Ambiguity and autonomy.
So open-ended problem andrunway to go solve it.
Okay.
(21:14):
You know what do you findtiresome?
I'd say again maybe it's spinwith difficult problems, right.
How do we just break down theproblem into manageable chunks
and again start tackling?
Speaker 1 (21:20):
Okay, you know, is there a book that you've read,
or you read frequently, thatyou'd like to recommend to
colleagues?
Speaker 2 (21:26):
Yeah, I'd say, playing to win really focuses in
on where you should play in themarket, how, how you're set up
for success and why you have theright to win there, which which
is always key.
Speaker 1 (21:37):
Excellent.
You know what profession underthe other than the one you
currently have?
Would you maybe like to try?
Speaker 2 (21:44):
Yeah, I mean I have content in my portfolio which is
always an exciting one, sosomewhere in the production
creative field would be exciting.
Speaker 1 (21:53):
Okay and last question how do you want to be
remembered by your friends andfamily?
Speaker 2 (21:59):
Someone who's very open and honest and a good team
member, someone that'ssupportive and always there.
Speaker 1 (22:08):
Okay, well, excellent .
Well, jacob, thank you againfor taking the time to speak
with us today.
It was a pleasure speaking withyou and also getting an update
on the TELUS program.
Look forward to hearing moreabout the new program and some
of the new partnerships you guyswill bring to bear, I'm sure,
over the nextELUS program.
Look forward to hearing moreabout the new program and some
of the new partnerships you guyswill bring to bear, I'm sure
over the next year or so.
Speaker 2 (22:23):
Great Thanks, mark, appreciate the time.
Speaker 1 (22:26):
Absolutely, and thank you everyone for taking the
time to join us, for our Leadersand Customers, multiseries.
Look forward to having you backevery Thursday and until then,
have a wonderful day.
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