“Always Free”: Deepak Pradhan on Loyalty Personality Quiz

There is a world of difference between managing a loyalty program and building one from a blank page. Our guest today has spent over 20 years in the trenches of loyalty design, and he’s joining us to share the hard-won wisdom that only comes from decades of trial and error.

Deepak Pradhan, Head of Loyalty Program and CRM at ADNOC Distribution, sat down with our own Michał Ostasz to discover his loyalty personality type.

What happens when an expert who prioritizes high-level brand values also admits to being a sucker for a well-timed coupon? Deepak’s preferences create a fascinating mix of tactical rewards and philosophical values that might just surprise you.

Even with 6 programs on his own phone, Deepak remains a firm believer in the power of free loyalty programs. While some brands are chasing subscription revenue, he’s focused on lowering the barrier to entry to build a relationship that actually lasts.

For Deepak, the future is about the depth of the interaction. He believes the industry is moving past generic outreach toward true hyper-personalization.

So, what does 20 years of building loyalty programs do to your personality type? Is he a pragmatist, or is there a hidden 'Romanticist' behind those years of CRM data?

🎥 Watch the full episode to see Deepak’s perspective on the hyper-personalized future and discover his loyalty personality type.