Basma Abdel Motaal
Practice Director,
About Basma
Recent Insights
- “Beyond Sales Lift: How Rewards Build Valuable Customers,” Brief, June 2026
- “Synthetic Customers Earn Their Stripes,” Brief, May 2026
- “How Synthetic Customers Bring Companies Closer to the Real Ones ,” Brief, June 2025
- “AI in the Air: How Airlines Are Elevating Loyalty Programs,” LinkedIn, January 2025, Article
- “Why Loyalty Programs Fail,” Harvard Business Review, September 2024, Article