Perspectives

New Leaders in Customer Loyalty: A Conversation with Michelle Sequeira Yee

Featuring Michelle Sequeira Yee, VP of Consulting, Bond Brand Loyalty

As loyalty programs shift beyond transactional rewards, they’re emerging as a critical lever for enterprise-wide growth. In our latest Industry Voices feature, Michelle Sequeira Yee, VP of Consulting at Bond Brand Loyalty, shares her perspective on what it takes to build lasting, emotionally resonant relationships with today’s customers.

Michelle outlines how the most successful brands are rethinking loyalty — embedding it into business strategy, aligning it with brand purpose, and operationalizing it through connected data and tech. She makes the case for moving loyalty out of the marketing silo and into the core of how organizations drive sustainable growth.

“Loyalty, at its core, is about emotional connection from positive sentiment all the way to devotion and irrational behavior. When we work with brands, we’re not just thinking about repeat transactions. We're thinking about the optimal conditions that help customers choose your brand repeatedly, even when you're not the cheapest or most convenient option.” 

— Michelle Sequeira Yee