This article is the fourth of a year-long Lenati series titled “Way of the Future: An Integrated Approach to Loyalty Strategies.” For context and additional reading, see the first, second, and third articles of the series on Loyalty360.com. The concepts of an “integrated approach to loyalty” and customer-centricity go hand-in-hand, as one begets the other. As organizations shift toward operating paradigms that more intentionally put the customer at the center of....

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