The best loyalty programs create a personal relationship and a true bond with customers. Ideally, this should also create reciprocity. The customer gets a rewarding proposition that should entice them to continually reengage with the brand. But the brands themselves, of course, get the long-term value that comes with the enduring business of loyal customers.
Therefore, it is important for brands to recognize the genuine commitment that truly loyal customers make. They are faced with an endless sea of opportunities, so those customers that....