The subject of people getting a better night’s sleep keeps people like Lisa Erickson awake at night. Erickson is the senior director of CRM and loyalty for Sleep Number, the manufacturer and retailer of upscale biometric beds that can be adjusted for personal comfort and even track sleep patterns. Her office oversees its highly active loyalty program, InnerCircle, as well as other daily strategic and operational activities, including direct mail, and email communications. She spoke....