Research shows that most other aspects of a brand's offer, such as product quality, value for money and customer service, generate loyalty more than points and rewards. It's quite natural if you think about it. We like our friends because they're great people not because they buy us dinner. The same goes for brands.
With a customer experience first mindset you will be able to prioritize activities that remove friction in the buying journey as well as create opportunities for dialogues with the customer. In both cases, the end goal is to build solid relationships.
Working with some of the most successful businesses in modern commerce we've noted that companies with strong brand loyalty have gained a 300% uptake in customer lifetime value and 75% lift in recommendation rate. In short, CX makes money!