If you pressed me for a quick definition of loyalty marketing. I’d probably tell you it’s about “recognizing and rewarding best customers”. Yet, this definition leaves out what I believe is the most important factor in gaining your customers’ loyalty and keeping it: the customer experience. After all, you can give me a spiffy reward or recognize me with upgrades and fancy perks—but if I’m bumped from my flight or my hotel room stinks of cigarettes....

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