Loyalty used to be easy.
Your CEO would decide one day that improving customer retention was suddenly a priority. Your CMO would respond, “I agree. What we need is a loyalty program.” Your CFO would say, “If we do this right, it should actually drive more revenue.” Your COO would then add, “Yes, but who knows anything about loyalty programs?”
And then the assignment came to you: “Figure out how to add a loyalty program into our marketing strategy....