# Tom Peace

Tom Peace writes and speaks about customer loyalty, CRM and customer engagement, including how brands can use customer data, personalisation and digital wallets to make communications more relevant.

- Profile: https://b2binfluencer.marketing/creators/tom-peace/
- LinkedIn: https://www.linkedin.com/in/tom-peace-sway-outcomes
- Topics: crm
- Based on 10 dated posts, latest 2026-10-08

## Summary

Tom Peace is most useful for explaining loyalty, CRM and personalisation strategy and how to use customer data and digital wallets.

- Best for: Loyalty-tech or CRM software brands seeking advisory work or co-produced educational content on customer engagement.
- Not for: Retail or consumer brands wanting high-volume paid social campaigns for app installs and measurable sales.
- Check first: Ask whether Tom Peace accepts paid partnerships and request audience demographics and engagement results.

### Takeaways

- Reach customers in channels they already use instead of asking for another download.
- Personalisation is the floor; the fix is clean data and orchestration, not a new AI engine.
- Customer data is only worth what the loop does with it.

## Main ideas

- **Reach customers in channels they already use instead of asking for another download**: Tom Peace argues that app acquisition is the wrong place to start a loyalty programme: apps are expensive to build and even more expensive to get downloaded, while Apple Wallet and Google Wallet are already installed, open and on the home screen. The case is part economics, part behaviour: wallet passes are cheaper and quicker to integrate, and put the programme where valuable customers already live. They single out Gen Z as managing brand relationships through notifications rather than inboxes. The post does not claim apps have no role; it frames wallets as the lower-friction option specifically for loyalty.
- **Personalisation is the floor; the fix is clean data and orchestration, not a new AI engine**: Tom Peace argues that every irrelevant email quietly costs trust—and that brands are about to make the problem worse. Personalisation, they say, has stopped being a differentiator and become the floor: 71% of customers expect it, and 76% get frustrated without it. The proposed fix is unglamorous: clean data and joined-up channels delivering the right message to the right person at the right moment. Getting it wrong trips the same trust alarm as spam.
- **Customer data is only worth what the loop does with it**: Tom Peace argues that most brands are sitting on a goldmine of customer data and doing almost nothing with it. They distinguish first-party data—what customers actually do, such as purchases, visits and clicks—from zero-party data, what customers tell a brand directly, such as preferences, intentions and what they are shopping for. The problem, they say, is that brands hoard both and act on neither. The answer is a loop: collect it, use it, build on it, so every interaction makes the next one more relevant. The practical sequence is to ask for a little, use it visibly and earn the right to ask for more.
- **Insight and content carry equal weight in personalisation**: Tom Peace describes contributing Chapter 6 of Rasmus Houlind's Hello $Firstname AI Edition audiobook and introducing the Bowtie of Personalisation, one of the book's central models. The model is credited to the book and its author, Rasmus Houlind; Tom Peace contributed a chapter and reads it. They value the Bowtie for showing how customer insight and marketing content carry equal weight. Personalisation is not just pushing a message through a channel; it means understanding who the customer is, which moment they are in, what to say, and which content or recommendation supports that message.
- **Short argument, direct question, then a pointer to longer owned material**: The four posts share a method and a priority: a plain-language argument, a direct question to the audience and a pointer to a fuller asset. The questions ask readers to share their own number or acknowledge a gap, prompting comments. The longer material ranges from video interviews to a serialised series, a blog and an audiobook.

## Work to read

- [The uncomfortable truth about your app — and why the wallet already on the phone wins](https://www.linkedin.com/posts/tom-peace-sway-outcomes_loyalty-digitalwallet-customerengagement-activity-7485608350634909696-Lz_M)
- [Personalisation is the floor, not the differentiator — the fix is data and orchestration](https://www.linkedin.com/posts/tom-peace-sway-outcomes_personalisation-crm-customerengagement-activity-7513561668644200448-fl4b)
- [First-party versus zero-party data, and the loop most brands never close](https://www.linkedin.com/posts/tom-peace-sway-outcomes_loyalty-crm-customerengagement-activity-7508525469026148352-WZxR)
- [The Bowtie of Personalisation — equal weight on insight and content](https://www.linkedin.com/posts/tom-peace-sway-outcomes_recently-i-had-the-pleasure-of-reading-chapter-activity-7478400193944694784-2-pY)

## Brand relationships

- **Litecard** (mention)
- **Hello $Firstname AI Edition (Rasmus Houlind)** (disclosed_partnership)

## Partnerships

Tom Peace’s LinkedIn posts show how they collaborate: hosting video conversations with loyalty-technology vendors and contributing original frameworks to other people’s products. A July 2026 post promotes a new video with Sagar Subhash of Litecard on running loyalty through Apple and Google Wallet, framed as Peace’s argument for wallet-based loyalty rather than a vendor pitch. A separate post describes reading and narrating Chapter 6 of Rasmus Houlind’s Hello $Firstname AI Edition, introducing the “Bowtie of Personalisation” model, one of the book’s central models, and linking to the audiobook on Spotify. Peace also runs recurring explainer series, including a ten-part customer-engagement series with full video and blog published on their own site. For a loyalty-tech or CRM vendor considering a content partnership or advisory role, the posts point to guest-expert appearances and contributed frameworks, with the vendor providing access to a product or practitioner and Peace providing analysis and distribution. The posts don’t say who paid for what or whether Peace accepts paid partnerships; ask about fees and availability directly.

## Alternatives

- Lee McDermott: Choose Lee McDermott when the campaign decision is narrower and channel-led: the vendor already sells a wallet or pass-based loyalty capability and wants a partner whose recent output is about putting loyalty into Apple Wallet and Google Wallet without an app download. The two posts describe live mechanics — points balances updated automatically, tier upgrades reflected instantly, personalised rewards, geo-location pushes near a store, lock-screen notifications — and place the work inside a named partner ecosystem, including recognition as Dotdigital's Innovation Partner of the Year 2026. That is more concrete on wallet operations than Tom Peace's posts, which make the case for wallets in principle and point to a separate video and product conversation for detail.
- Laurent Guinand, Ph.D.: Choose Laurent Guinand when the campaign has to win an internal budget conversation rather than a channel decision. Both posts give loyalty managers language and numbers to take upstairs: members who redeem rewards spending multiples more over their lifetime, most companies reporting positive programme ROI, Starbucks Rewards contributing close to 60% of company revenue, and a two-engine model that separates a retention-and-efficiency engine from an acquisition-and-growth engine. The author credit on a book titled Strategic Loyalty, with a cited chapter on KPIs, programme economics and making the case to a CFO, is a credential absent from Tom Peace's posts.
- Tomer Tagrin: Choose Tomer Tagrin when the decision is about a commerce platform roadmap and the buyer needs a partner whose own product output can be shown. The posts announce shipped work with numbers attached: customer review photos syndicating to retail partners, AI-answer visibility tracked post by post with a reported 32.6% awareness-stage lift for one customer, and a Shopify loyalty widget reported at a 30% uplift in logins with a 20–40% increase in redemptions and a quarter of purchases happening within minutes of a redemption. For a vendor whose content must demonstrate that the product ships and performs, those results are more directly usable than Tom Peace's argument-led posts, which point readers to longer assets rather than results.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/