Brands face many challenges when maintaining a vibrant customer loyalty program that engages members, elevates the customer experience, and fosters brand affinity. While some challenges might seem obvious — getting internal stakeholder buy-in for loyalty efforts, leveraging the right technologies and trends to remain competitive in the marketplace, mastering the art and science of providing members with a truly authentic personalized experience, etc. — there is also a dark undercurrent sneaking below the surface of customer....