One of the most frequent and difficult questions I have received lately is, “How do I measure the success of my loyalty program?” As organizations solidify relationship marketing strategies and technology support, loyalty has resurfaced as a valid objective but continues to be elusive to obtain. The question is not how to get started, but of all the possible metrics and definitions of loyalty, which is the correct one for me? I pondered these difficult questions during the holiday season, and I realized the similarities between my son’s attention to his new holiday presents and my clients’ questions regarding loyalty measurement.

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