With the typical consumer carrying about a dozen loyalty program cards in his or her wallet, the stakes in loyalty right now are extremely high. Dan McKone, Managing Director at L.E.K., discusses this highly competitive, noisy space and examines the three key benefits of developing a rich dialogue with customers. He also describes how L.E.K. recognizes that loyalty program clients face multi-varied problems that require a holistic approach, not one based on one-size-fits-all templates or preconceived notions.