From VISA Viewpoints: All customers are not created equal. A handful of them are exponentially more valuable to your business than the rest. So it’s to your advantage to know who those customers are and to reward them accordingly. But it’s not as simple as just tallying up who spends how much and then writing a nice note, although that’s not a bad idea. You need to do some deep thinking about the definition of “best,” and the most effective reward for the customers on that love list. There’s no “one size fits all” when it comes to loyalty programs, but here are a few thoughts from successful entrepreneurs to get you started:

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