When a brand makes changes to its loyalty program, sometimes those changes are received well by customers, but other times (i.e. Starbucks) not so much. Loyalty360 caught up with Christopher Barnard, President at Points, to learn more about the most effective ways brands can modify loyalty programs. In light of recent loyalty program shakeups at big brands like Starbucks, Chipotle, and American Airlines, how do you think loyalty marketers should change their loyalty programs in the most effective way? Barnard: Many loyalty programs....

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