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#535: Leaders in Customer Loyalty: Supplier Voices | As Loyalty Programs Go Digital, MTL Card Still Sees Physical Cards as an Important Customer Engagement Tool · Leaders in Customer Loyalty, Powered by Loyalty360

• 0:04
  SPEAKER_01: Welcome to another episode of Leaders in Customer Loyalty, Supplier Voices, the podcast where we speak with industry leaders and innovators who are helping brands create stronger, more meaningful customer relationships.
• 0:16
  SPEAKER_01: Today's guest is Sally Williams, Sales and Marketing Director of Gift and Loyalty at MTL Card.
• 0:24
  SPEAKER_01: Sally brings extensive experience in helping brands use physical and digital card solutions to drive engagement, reward loyalty, and enhance the customer experience.
• 0:33
  SPEAKER_01: Welcome, Sally.
• 0:34
  SPEAKER_01: It's great to have you here.
• 0:35
  SPEAKER_01: How are you?
• 0:36
  SPEAKER_00: I'm good.
• 0:37
  SPEAKER_00: How about you?
• 0:39
  SPEAKER_01: I'm doing excellent.
• 0:40
  SPEAKER_01: Thanks for asking.
• 0:41
  SPEAKER_01: So to start, can you tell us a bit about yourself, uh, your role at MTL Card and your background?
• 0:47
  SPEAKER_00: Yeah, absolutely.
• 0:48
  SPEAKER_00: Um, so I have been in the card industry, um, we say that manufacturing uh for over 15 years now.
• 0:58
  SPEAKER_00: Um I always like to joke and say it was like my fit first big girl job, um, but started out um in the advertising side of things and eventually grew into gift and loyalty um over the years.
• 1:10
  SPEAKER_00: So um really have experience on my side of you know the behind the scenes all the way to um building, you know, different programs, um the customer side, um, and and I guess you know, knowing all the bits and pieces of what comes to getting a gift card program and loyalty program um in the works.
• 1:29
  SPEAKER_01: Excellent.
• 1:30
  SPEAKER_01: Uh can you give us a brief overview of MTL Card and the work that you do with brands?
• 1:35
  SPEAKER_00: Oh, absolutely.
• 1:36
  SPEAKER_00: So um we kind of have a pretty cool history.
• 1:39
  SPEAKER_00: Um we were founded in 1982 as actually magnetic ticket and label.
• 1:45
  SPEAKER_00: Um so we are often referred to as MT and L.
• 1:49
  SPEAKER_00: Um, but that was started in Texas and was actually to support San Francisco's transit system with magnetic striped uh paper tickets.
• 1:58
  SPEAKER_00: So from there, you know, the company steadily just expanded, supporting customers for transportation, retail, uh, healthcare, insurance, but it was things like boarding passes, um, RFID cards, of course, you know, became huge in the ticketing space and even into like casino spaces of like wagering tickets.
• 2:17
  SPEAKER_00: Um, but then in 2000, um, MTL acquired um a company with expertise in payment and card manufacturing.
• 2:26
  SPEAKER_00: So that brought the capabilities in both like open and closed loop.
• 2:30
  SPEAKER_00: So we're seeing like your credit, your debit, prepaid, gift, loyalty, membership.
• 2:34
  SPEAKER_00: Oh, go on and on.
• 2:35
  SPEAKER_00: Um, and that actually marked the beginning of what is now um MTL card.
• 2:42
  SPEAKER_00: So drop the and.
• 2:43
  SPEAKER_00: Um, but we still have both.
• 2:45
  SPEAKER_00: So our corporate headquarters are in Dallas, um, and our founder and CEO, he's still very actively involved day-to-day in the Dallas operations.
• 2:53
  SPEAKER_00: We also have a New Jersey facility in both Dallas and New Jersey focus on that MT and L side of business, um, while Nashville is where our MTL card is.
• 3:04
  SPEAKER_00: Um, and it's a fully secure, state-of-the-art manufacturing facility, but is dedicated to producing that open and closed payments, you know, and loyalty card solutions.
• 3:13
  SPEAKER_00: So we've evolved, you know, with our customers over the last 40 years, um, but we still kind of remain um, we're privately owned, or we're founder led, and we're always keeping up with innovation as well.
• 3:25
  SPEAKER_00: So I like to say, you know, we're big enough to lead the industry, but we're small enough to still have that hometown grassroots feel.
• 3:33
  SPEAKER_01: Wonderful.
• 3:33
  SPEAKER_01: Yeah, that's that's great.
• 3:35
  SPEAKER_01: Quite a quite a long and strong uh company history there.
• 3:38
  SPEAKER_00: Yes, yes, it's awesome.
• 3:40
  SPEAKER_01: So, how can brands leverage MTL cards solutions to create more meaningful customer experiences and strengthen loyalty?
• 3:47
  SPEAKER_00: Yeah, so you know, put simply, we support the entire card ecosystem.
• 3:52
  SPEAKER_00: Um, so from design, manufacturing, personalization, fulfillment, distribution.
• 3:56
  SPEAKER_00: Um, so brands can work with a single trusted partner as their programs evolve.
• 4:01
  SPEAKER_00: But honestly, I don't think that's what sets us apart.
• 4:04
  SPEAKER_00: You know, it's that kind of puts us in the same bucket as most of the card manufacturers here in the US.
• 4:09
  SPEAKER_00: So with us, you know, what makes a difference is we don't just manufacture the cards.
• 4:13
  SPEAKER_00: Um, we help brands create the experience.
• 4:16
  SPEAKER_00: Um, so we help brands drive revenue and build that lasting customer relationship by literally putting the brand in consumers', you know, hands.
• 4:25
  SPEAKER_00: So when it comes to brands leveraging, you know, what MTL can do, I would say creating seamless memorable experiences at every stage of the customer journey.
• 4:35
  SPEAKER_00: Um, that's really something that they can lean on with us.
• 4:38
  SPEAKER_00: And it could be something like just personalizing a member card and getting it mailed directly to a new customer, um, or elevating that program with the metal cards, um, you know, for a loyalty program and you know, down to your gift cards, going right to stores, tying that all together.
• 4:54
  SPEAKER_00: Um, so we really do.
• 4:55
  SPEAKER_00: We just turn, we turn brands kind of everyday transactions into a really meaningful touch point.
• 5:02
  SPEAKER_01: Great.
• 5:02
  SPEAKER_01: And uh, you know, you talked about uh experiences, and so this might be a little bit of a of a redundant follow-up question, but what are brands looking for when it comes to creating memorable loyalty experiences?
• 5:15
  SPEAKER_00: Um, you know, it's a great question.
• 5:18
  SPEAKER_00: Um, I really think there's two things that brands are looking for.
• 5:22
  SPEAKER_00: Um, you know, customers have more choices than ever right now.
• 5:27
  SPEAKER_00: Um, you know, the brands are offering points or discounts, but I think that's kind of turning into it's it's not really enough anymore.
• 5:34
  SPEAKER_00: So brands are looking for ways to create those moments that make you know customers feel recognized, appreciated, and getting them engaged.
• 5:43
  SPEAKER_00: Um, you know, we I think we've seen commercials going around now.
• 5:46
  SPEAKER_00: I believe it's a bank that's out there where, you know, the guy's just sitting in a Waymo car and you know, he's by himself and his coffee is made by a robot, but he walks into a bank and he has that human connection.
• 5:58
  SPEAKER_00: Um, and that's something that that I think brands are looking for that they can definitely leverage through their loyalty program.
• 6:05
  SPEAKER_00: Um, but on the flip side of that, I think brands are also looking for convenience.
• 6:09
  SPEAKER_00: Um, I want to say, like around, you know, after COVID in that time, you really saw your gift and loyalty teams.
• 6:14
  SPEAKER_00: Um, not only did they kind of diminish in size, but now anyone that's running a gift and loyalty program, they're wearing multiple hats.
• 6:22
  SPEAKER_00: Um, so they want the convenience and a partner that's going to bring those creative ideas while simplifying their execution.
• 6:29
  SPEAKER_00: You know, they want that trust and confidence in their vendors to get the job done right, especially with so much that they have on their plate and that they have to do within their own organization.
• 6:41
  SPEAKER_01: Yeah, yeah, I think those are great points.
• 6:44
  SPEAKER_01: Definitely uh convenience uh and that that personal touch, I would agree.
• 6:48
  SPEAKER_01: Um so as more loyalty programs go digital, what role do physical loyalty cards still play?
• 6:54
  SPEAKER_00: Ooh, it's always a fun one to discuss.
• 6:57
  SPEAKER_00: Um, is the digital side, given that I'm in the card manufacturing space.
• 7:02
  SPEAKER_00: But um, I mean, it's you know, it's no secret that loyalty programs have become increasingly digital.
• 7:07
  SPEAKER_00: I mean, not just loyalty, right?
• 7:08
  SPEAKER_00: You've got your gift cards and even hotel key cards are going to that digital wallet.
• 7:12
  SPEAKER_00: Um, but physical cards, I think they still play a powerful role just because they are creating that tangible connection to a brand.
• 7:20
  SPEAKER_00: Um, they keep the brand top of mind in a way that's difficult to replicate digitally, right?
• 7:25
  SPEAKER_00: Like if you have a physical card in your hand, you're you're looking at that brand.
• 7:29
  SPEAKER_00: You have your phone in your hand, you're looking at who knows how many apps, you know, of all the different, you know, programs you might be part of.
• 7:36
  SPEAKER_00: So, you know, brands can still use physical cards to elevate the customer experience.
• 7:40
  SPEAKER_00: I'd say premium materials like the metal, I'm doing a unique shape, custom packaging.
• 7:45
  SPEAKER_00: Um, those are all things that are going to get customers excited, you know, to receive, you know, the card or be part of the loyalty program and also use it.
• 7:55
  SPEAKER_00: Um, the the card just becomes overall part of the brand experience and not just a way to access rewards.
• 8:03
  SPEAKER_00: Um, I mean, one of the things that I always think about is, you know, most loyalty programs today, it relies on your phone number or an app with the code.
• 8:12
  SPEAKER_00: So as a customer, you get to the register, you enter your phone number, usually like, you know, on the keypad, um, or you show your phone.
• 8:19
  SPEAKER_00: And the cashier, they don't have to look up.
• 8:22
  SPEAKER_00: Um, they're just on autopilot, you know, like scan the phone, hand your receipt, move on, next customer.
• 8:27
  SPEAKER_00: But if you had, let's say, like a premier loyalty tier within your program and it included a physical card that gives that member, you know, an option at checkout to get like double points or an instant discount, or you know, you could even do like unlock something exclusive that's you know only available in store, but they have to present the card.
• 8:49
  SPEAKER_00: Um, suddenly that interaction changes.
• 8:51
  SPEAKER_00: It's like, you know, the cashier has to break their routine and immediately recognize you know the customer as one of the brand's most loyal members.
• 9:00
  SPEAKER_00: And it it gives that opportunity, you know, for the cashier to kind of say, yay, thank you for being a premier loyalty member.
• 9:07
  SPEAKER_00: Like, looks like you've unlocked our summer savings, like only benefit, you know.
• 9:12
  SPEAKER_00: Um, so that that small recognition I think makes feel, you know, makes customers feel valued.
• 9:18
  SPEAKER_00: Uh, it also creates the attention of people standing in line, you know, like subtly reinforcing, like, hey, like this brand rewards loyalty in a visible, meaningful way.
• 9:27
  SPEAKER_00: I'm not just, you know, an app number to them.
• 9:30
  SPEAKER_00: Um, so I think that's, you know, just kind of a great way to still use the physical side because it does, it creates pause, it creates conversation, and it encourages recognition in a world that has become increasingly digital.
• 9:45
  SPEAKER_00: It gives you back that human moment.
• 9:48
  SPEAKER_01: Yeah, I agree.
• 9:50
  SPEAKER_01: Um, you know, just personally I come from the the airline background.
• 9:53
  SPEAKER_01: Um and and you know, without naming names, there's um uh one or two airlines out there that do it really well.
• 10:00
  SPEAKER_01: And the the loyalty tier as they they go up in tiers, they get their physical card and it's a status symbol for them.
• 10:07
  SPEAKER_01: It's almost like a bragging, bragging, uh, bragging rights there.
• 10:10
  SPEAKER_01: And then uh, you know, almost every airline has a nice bag tag as well that you know is is the made you know essentially a card as well.
• 10:18
  SPEAKER_01: So um, I think is very much alive and and yeah, like I said, very popular in the the travel and airline space.
• 10:25
  SPEAKER_01: Absolutely.
• 10:26
  SPEAKER_00: Yeah, we see it all the time, and and I've been part of those programs, and it, you know, some people I think it's just a little bag tag, but I love walking even with it on my backpack to say I'm, you know, that that status number.
• 10:38
  SPEAKER_00: So yeah, exactly.
• 10:40
  SPEAKER_01: Exactly.
• 10:41
  SPEAKER_01: Um where do you see brands getting their customer engagement and loyalty strategy right today?
• 10:47
  SPEAKER_01: And where are they missing opportunities?
• 10:50
  SPEAKER_00: Um so probably after my last statement about digital, it's probably a little bit of a shock or root flip of it, but I think the most successful loyalty programs today, they aren't choosing just between physical and digital.
• 11:04
  SPEAKER_00: Um, they're combining both, right?
• 11:06
  SPEAKER_00: So digital delivers the convenience.
• 11:09
  SPEAKER_00: Um, and it's great for brands because if you do want to run a last minute promo or you want to pull the data, you have it all right there.
• 11:17
  SPEAKER_00: But your physical then creates that emotional brand affinity.
• 11:20
  SPEAKER_00: Um, you know, there's there's a particular brand that I'm a you know customer of, but also um I work on their card program.
• 11:30
  SPEAKER_00: And even with that, because of the things they've done as me being part of their loyalty program, I refuse to wear anything else from that brand.
• 11:38
  SPEAKER_00: And when I see other cards from their competitors, I even kind of tease, you know, and I'm like, nope, nope, I can't touch those.
• 11:45
  SPEAKER_00: So um, but it's because again, I'm involved in that physical side of the car that is creating that connection.
• 11:51
  SPEAKER_00: So I think with digital and uh the physical side, they're just they're gonna reinforce one another to create a stronger, more memorable customer experience, right?
• 12:01
  SPEAKER_00: Um, but convenience is expected today.
• 12:04
  SPEAKER_00: So that memorable, memorable experience and what is what really truly builds loyalty.
• 12:11
  SPEAKER_00: Um, I find that there's still a big opportunity to build it by creating those moments that feel intentional.
• 12:17
  SPEAKER_00: Um, and that's where you know a touch point really can make a difference.
• 12:21
  SPEAKER_00: Um, as far as like, you know, a premium membership or loyalty card, you know, it being personalized as a welcome package or a limited edition card for, you know, a milestone, you know, it might be something someone's celebrating a 25th anniversary like with that company.
• 12:38
  SPEAKER_00: Um, you know, we see that a lot being celebrated as great.
• 12:41
  SPEAKER_00: Um, or just branding a prepaid card.
• 12:44
  SPEAKER_00: Um, I've got right now a project we're working on where they're just having a special event and they want a co-branded Visa Mastercard, you know, prepaid card to give out um with their logo, you know, on it.
• 12:56
  SPEAKER_00: And I thought that was a really cool idea to kind of give that in their swag bag versus, you know, a pen or you know, whatever we might get at all those different events.
• 13:06
  SPEAKER_01: Yeah, yeah.
• 13:07
  SPEAKER_01: Um, so last question.
• 13:09
  SPEAKER_01: What's one piece of advice you'd give brands looking to create a stronger loyalty experience through physical cards?
• 13:15
  SPEAKER_00: Oh man, only one.
• 13:16
  SPEAKER_00: Okay.
• 13:16
  SPEAKER_01: Um I mean one, two, ten, whatever, whatever you think.
• 13:21
  SPEAKER_00: So many, yeah.
• 13:23
  SPEAKER_00: Um, let's see.
• 13:24
  SPEAKER_00: The most important um, I think it would be to think beyond the transaction.
• 13:31
  SPEAKER_00: Um, think beyond the card itself.
• 13:35
  SPEAKER_00: And what I mean by that is ask what moment are we trying to create?
• 13:40
  SPEAKER_00: You know, is it welcoming a new member?
• 13:42
  SPEAKER_00: Is it recognizing a VIP customer?
• 13:45
  SPEAKER_00: Um, when the card is designed around that experience, it becomes much more meaningful than just a way to access benefits.
• 13:55
  SPEAKER_00: Um, you know, the brands that win are the ones that acknowledge their customers with unexpected experiences.
• 14:00
  SPEAKER_00: So a card is often a way, um, just a few, you know, a little physical item that the customer receives from the brand that it's not going to get thrown away when it's tied to that experience.
• 14:12
  SPEAKER_00: Um they're gonna hold on to it or they're gonna show friends, um, family, like, say, hey, this is really cool that they sent this.
• 14:19
  SPEAKER_00: Um, and that's that's I think too because, you know, we've been conditioned to associate cards with value.
• 14:27
  SPEAKER_00: Um, you know, some of the first cards you get, right, are your social security card or insurance, driver's license.
• 14:32
  SPEAKER_00: And I mean, I know even to this day, I remember my parents like ingraining in me, like, protect this at all costs, especially like your social security, you know.
• 14:39
  SPEAKER_00: And then as you get older, you're getting gift cards and debit cards and credit cards, and they they all need to be kept safe by the you know intended user.
• 14:48
  SPEAKER_00: So when it comes to loyalty, it's it's the same shape, it's the same size, but it's representing, you know, something that's important to the person carrying it.
• 14:57
  SPEAKER_00: Um, and a loyalty card really does have that opportunity to tap into the same psychology.
• 15:03
  SPEAKER_00: Um, it's more than just a way to access rewards, it's a physical symbol of a customer's relationship with the brand.
• 15:10
  SPEAKER_00: You know, when it's thoughtfully designed, it's paired with meaningful benefits, it reinforces that connection, you know, every time the customer holds it, sees it.
• 15:20
  SPEAKER_00: So, you know, when a card becomes something customers want to keep, you've created more than a loyalty card.
• 15:26
  SPEAKER_00: Um, you've created that lasting brand impression.
• 15:29
  SPEAKER_01: That that's so true.
• 15:30
  SPEAKER_01: I never really thought about the psychological connection to a card, but it completely makes sense.
• 15:34
  SPEAKER_01: I'm like you, uh, you know, I was, you know, my social security card was, you know, keep it, keep it under lock and key, keep it, keep it safe.
• 15:42
  SPEAKER_01: Uh, you know, always told, like, you know, first debit card, don't lose your debit card, don't lose your credit card, right?
• 15:47
  SPEAKER_01: Like, uh and so yeah, I never thought of it like that, but it it's so true.
• 15:50
  SPEAKER_01: Uh uh it's worth the investment to give something to your customers that they're gonna keep rather than like you mentioned, you know, a pin or or you know, some other branded Chockey that, you know, that's gonna go in a drawer or or or go to goodwill or or go in the trash.
• 16:05
  SPEAKER_01: But uh something personalized card, you know, I'll keep it.
• 16:08
  SPEAKER_01: And yeah, that that psychological connection, never thought of it, but that's 100% true.
• 16:12
  SPEAKER_01: Well, Sally, thank you very much for joining us today.
• 16:14
  SPEAKER_01: It was a pleasure speaking with you and learning more about NTL Card.
• 16:18
  SPEAKER_01: And thank you to everyone who tuned in.
• 16:19
  SPEAKER_01: Be sure to check back every Tuesday for a new episode of the Leaders in Customer Loyalty Supplier Voices podcast.
• 16:26
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