An older version of customer loyalty is dead, according to Emily Collins, Analyst, Forrester Research. During her session, “Leverage Loyalty Beyond the Program,” at Forrester’s Forum for Customer Experience Professionals East last month in New York City, Collins espoused that theory. “Loyalty owned and ruled by points and discounts is dead,” Collins said. “Long live elevated loyalty strategies that focus on creating great relationships with customers through things like recognition, relevancy, emotion....

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