Loyalty programs are important nowadays as there is stiff competition among companies to win customers. According to a research by Gartner, it was found that 50 per cent of customers cited loyalty programs as the key differentiator between brands. It also shows that these schemes play a key part in the decision process, and therefore right type of engagement is vital in building long-term relationships with customers. Brands also need to consider consistency of message with consumers now using a number of different ways to communicate with providers. In this article by Adam Goran (Divisional Director for Customer Engagement at Grass Roots Group), writes about some key rules of engagement that brands should follow to revive their customer loyalty programs. To know more, follow: http://digitalmarketingmagazine.co.uk/customer-experience/how-not-to-lose-friends-and-alienate-people-key-rules-of-customer-engagement/1206