Let’s say your company wants to embark on a customer loyalty program, but doesn’t know where to start. What should it look like? How do you make it appealing to not only your base, but to your target, so that both keep coming back for more? Because we’re talking about a unique relationship between customer and company, one built on more than just a fleeting interaction with good prices and friendly customer service but something longer-term and more meaningful for both of you, we’re putting our Ask Amy hats on and doling out some helpful, practical (and only slightly clichéd) “relationship advice.” Here are 5 valuable give-and-take adages to help get your high-impact customer loyalty program up and running, as described to me by these top CMOs, who certainly know a thing or two about lasting customer relationships.

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