Inc. magazine recently rounded up the trends in loyalty marketing, creating a great opportunity to check up on your knowledge of best practices. 

Inc.com: The New Rules of Building Customer Loyalty, 2011-May-20, by the staff of Inc. magazine

1. Create enlightening experiences

Many customers, especially new ones, don't know what to expect. To delight them, cause them to suddenly experience a benefit they didn't know existed. Example: Tailors that don't just fit the suit, but also sew the extra buttons inside the clothing so they can be called into action later–no matter where you've traveled. Train your customers to expect more from the entire category you occupy. 

2. When you do wrong, make it right

Inc. said it best: "Lengthy apologies give customers the chance to connect emotionally."

3. Reward customers with games

You don't have to use the gaming lingo and style, but think about rewards that are more tokens than value. Consider handing out gold stars and putting customer names on the wall.

4. Quantify customers' love

Don't just survey, use many methods to capture customer feedback. Only a few customers will complete a lengthy survey, but many more will select a rating number for their most recent experience. Oddly, there are some people who won't complete a survey but will give a testimonial. Ask for feedback in many, many ways.

5. Make an app for that

The customers with the most money have smart phones. Think about it.

6. Do rewards better

Everyone belongs to many programs now, so you need to make your program competitive. Look at your competitors' programs. Are they easier? Do they payout better? Look at your own life. Which programs get you more involved?

7. Build a giant relationship

The goal of a loyalty program in NOT to just keep the customer coming back, but to KNOW the customer better. The very best customers should be known by name and more importantly, they should know the faces, and maybe even the names of the people serving. You and your customers need to recognize each other 'in real life.'