How MOL Group’s Loyalty Program Drives 3X ROI with CRM & Data Tools

At MOL Group, loyalty isn’t just a program—it’s part of a bigger picture. It works hand-in-hand with CRM systems, marketing tools, mobile apps, and data analytics. Together, these tools help deliver better results for the business.

The team measures success by looking at how these tools, along with loyalty programs, impact real customer behavior. When they compared their current program to older ones, they saw a big jump in customer engagement and transactions. Even when they factored in natural brand growth, loyalty still stood out as a key driver of results. To keep it simple, they use unit economics to measure the cost and benefit of loyalty per customer. This includes things like IT costs, staff, and rewards. Right now, the benefits are three times higher than the costs—and as the program grows, this gap keeps getting bigger.

István shared this insight: loyalty isn’t just about points and rewards. It’s about creating a system that keeps customers coming back and builds long-term value for the business.

The Wiser Loyalty podcast series is produced in partnership between Let’s Talk Loyalty and The Wise Marketer™. Twice a month, we bring you an interview with a C-level executive who has transformed strategy into practical application to generate business results. In this episode Bill Hanifin speaks with recognized industry figure
Today we are re-publishing this fantastic episode from our archive as our planned episode has been delayed for technical reasons. In this archived episode, Ben Lipsey — Senior Vice President of Customer Loyalty and President of Flying Blue, the joint loyalty program of Air France, KLM, and Transavia — shares
Today we are re-publishing this fantastic episode from our archive as our planned episode has been delayed for technical reasons. As Ford Motor Company celebrates 120 years of innovation, we’re bringing back one of our standout conversations — this time with Beth Leverton, Director of Rewards, Loyalty & CX at