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Sometimes a single B2B/ B2C brand can have multiple, disconnected loyalty reward programs to drive different business objectives. The most recent example of such situation which had everyone talking was the Marriott Bonvoy rewards program. This was a huge undertaking for the brands involved and had some major hiccups both internally and externally which led to significant impacts on customer experience, engagement and possibly reservations. The two major drawbacks for disconnected loyalty....
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