Many of today’s loyalty programs focus on acquisition--getting as many members to sign up as quickly as possible--but don’t seem to take into consideration how to keep members engaged once that oh-so-brief honeymoon phase is over. In order to retain customers, it’s crucial that brands provide a seamless, personalized customer experience across channels. Straightforward in theory, but easier said than done.

For most companies, the setup required for a killer customer engagement strategy, one....

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