Engagement comes from experiences with a brand and is built through two-way relationships. In exchange for customers’ loyalty to its products and services, a company will listen and respond to customers’ feedback and focus on delivering outstanding customer service. Often these experiences can be initiated and supported by a rewards program. For the thousands of companies that spend billions on rewards programs each year, and the customers that patronize their products and services, there is little doubt that the programs offer increased value. However, in terms of creating true loyalty and customer engagement, the rewards programs are merely part of a much bigger puzzle.