She believes organizing around loyal customers is the way to drive sustainable growth. Specifically, cultivating a brand portfolio, unified by a loyalty program, will attract guests, earn preference, and reward customers in tangible and meaningful ways.

But how do you become loyalty-centric, and who’s responsible for knowing customers and delivering customer experiences that engender brand devotion?

Marketers often play the role of passionate advocates for the customer and invite diverse groups around the organization to consider, define, and strengthen this relationship. Marketers can kick off the conversation, setting a course around a ‘Loyalty Mindset’ – but here’s the key: it is not only marketing, rather everyone has to join together to deliver what the customer wants,” Karin says.