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While marketers, academics and the broader business community focus the bulk of discussion on customer loyalty to B2C applications, there’s no debate that customer loyalty is at least equally important for B2B enterprises. The sheer size and ubiquity of consumer loyalty programs contributes mightily to this reality. With US consumers having more than 3.8 billion loyalty program relationships1, there’s a lot of interest in maximizing performance from both the “B” and....
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