As brands seek to create more ways for customers and loyalty program members to connect with them and deepen the relationship, leveraging the power a mobile experience can bring is a clear path for most. Yet, the road to increased digital engagement is not without possible potholes, roadblocks, and wrong turns. Without fully understanding the customer loyalty goals a mobile app supports or defining the purpose this type of digital engagement is designed to meet, the process could stall. Worse, it could launch and deliver a sub-par....