Business-to-Business (B2B) loyalty programs might not claim the largest footprint in the loyalty space, but their value cannot be ignored. As companies seek to build, strengthen, and keep relationships with business customers, it is critical to dedicate efforts to making sure that existing programs are supporting objectives and that new initiatives are planfully designed and implemented to avoid lackluster results.
As the landscape of customer loyalty, in general, has shifted over the past three years, B2B loyalty programs need to....