Too often companies create loyalty programs as a one-off tactic, rather than embedding loyalty as part of a holistic approach to the business. As a result, the loyalty program becomes one more silo in the business, creating a disjointed experience for the customer and a missed opportunity for the business.
We all share stories about receiving promotional offers from a company we shop with regularly only to be told that the offer is available only to “new” customers. Or we receive offers for products that are....