Don Adams: We believe that any company, B2C or B2B, has opportunities to surprise and delight their customers, whether they offer a published loyalty program or not. Our focus here will be how and when the strategy can be more effective within a published program and when it may not. First, a note of explanation. We thought we’d add a little twist (and broader perspective) to this blog with a couple of our team members, me and Jon Parise, collaborating on the post. We’ve had....

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