Customer loyalty programs, such as Loyalty cards and point systems, can be useful tools for marketing and for rewarding customers.

However, real customer loyalty is created during one-on-one customer interactions between a customer and the people acting on the company’s behalf, either a sales representative or customer service agent, retail associate or other customer-facing employee.

If I’m your customer, whether or not I become loyal does not depend so much on your customer loyalty program and whether you reward me for doing business with you, but rather on how you treat me during our customer interaction – your actions, your behaviors, your attitude and how I feel during and after that customer interaction.

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