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OPINION

When It Comes to Customer Loyality, It’s All About Relevance

Much analysis has gone into the debate about which type of loyaltyinstrument is most effective in helping businesses dynamically interactwith customers in order to build and maintain more profitablerelationships. The debate, focused on smart cards versus magneticstripe cards, is irrelevant. The type of card consumers carry in theirwallet will not help an organization's loyalty program succeed; thereward relevance and the program delivery method will...

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