Whether you’re a retailer, a bank, or a travel business, everyone is looking for ways to create a deeper sense of connection with customers and gain their loyalty. Somewhere through history we lost our way. Instead of building real loyalty, we became trapped by reward programs founded on the exchange of tokens for transactions. We’ve invested significant time, money, and energy in programs that are increasingly homogeneous and non-differentiating in the eyes of consumers. In this presentation Dianne Inniss, a retail customer experience and strategy leader, provides practical advice for how to move brands towards a differentiated future built on real customer loyalty.