Loyalty marketing isn’t just about rewards and offers. It should be about 1:You—the ability to have conversations and deliver powerful, human experiences. Brands must anticipate customers’ needs and encourage their feedback. To do this, you need the right strategy and data to guide you, an aligned org structure to support you, robust technology to capture and deliver interactions and employees who are trained to respond. Getting there isn’t always easy. This guide will challenge how you think about your current and future loyalty personalization efforts. It covers five key components to put you on the path to personalizing the entire customer experience. It’s time to shift from 1:1 to 1:You.