Plastic cards can be swiped or scanned, but loyal relationships remain firmly cemented in programs designed to add consistent value to the customers' lives. While loyalty programs typically allow customers to accrue points they can then redeem for special rewards to encourage repeat patronage, they often neglect to facilitate the two-way conversation that helps companies learn more about their customers and vice versa.

According to a study conducted by SAS and Loyalty 360, 47 percent of companies claim the primary objective of their loyalty programs is to increase spend within their current customer base. However, only 16 percent aim to create brand evangelists. The focus on generating revenue now puts customers on a shelf for later. To truly cultivate customer loyalty, companies need to build integrated loyalty initiatives that leverage both the digital medium and traditional programs, while offering their high-value customers unique rewards and incentives based on relevant customer data. Such a foundation gives rise to customer satisfaction, which inevitably trickles down to advocacy, referral, and increased revenue.

For BalticMiles and Course Hero, leveraging loyalty programs means providing quality service, listening to customer feedback, and offering valuable rewards that promote brand advocacy and customer engagement. These programs also work to incorporate outside partners, threading engagement throughout all interactions.