As the ways in which brands can connect and engage with customers continue to grow, so do customer expectations. It is no longer enough to simply offer customers a loyalty program that consists solely of rewards based on transactional points. To gain consumers’ allegiance, brands must now strive to truly understand their customers’ unique needs, wants and motivations to continually deliver them highly customized brand experiences at every point of the interaction. So how can you accomplish this? Well, it all begins and ends with the customer.