Loyalty is a relationship built off of conversations. These conversations are opportunities we have with customers to better understand their needs and wants. I?m not saying that technology, product and offering should be forgotten. They play an important role in shaping loyalty programs and are elements of the conversations you should be having with your customer. But instead of focusing on these things so heavily, we should ask ourselves, ?How does any technology or product enable a better or more relevant conversation with my customer??
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