Customer loyalty programs have been around for years ?? After all, why not? This is an effective way to thank your recurring customers for being loyal to your brand with a few perks that are only available to them. Besides, people love exclusive treatment like this. Look at Starbucks, for example. Its customer loyalty program has been around for a while and is now one of the prime examples of how a brand should celebrate customer loyalty. But it’s not just about delivering perks and discounts to customers. Starbucks itself draws major benefits from running their customer loyalty program. According to the report by Harvard Business School, as of March 2019: Starbuck’s loyalty program had over 16 million users the company attributed 40% of its total sales to its customer loyalty program thanks to this program, Starbucks reported a 7% increase in sales across all their stores Since its launch in 2008, the brand’s loyalty program saw nothing but unstoppable growth and is considered to be one of the key elements of the company’s worldwide success. This is a great example of why customer loyalty is an asset that every company should use to raise brand awareness. But to make that happen, first, you need to understand what defines customer loyalty and why it is important ?