"Customer satisfaction is not a differentiator, it's a lagging indicator," said Leigh Benatar of Brand Keys at last week's Loyalty Expo trade show. Customers expect to be delighted these days. So instead of focusing on satisfying customers, companies need to look at new ways to build true loyalty and advocacy. During the show Loyalty 360 CEO Mark Johnson highlighted seven trends he sees in customer loyalty.

Most of these trends take the idea of loyalty beyond just a tactical points program or campaign, and look to drive loyalty across the organization using the common elements of a customer-centric approach.