Customer loyalty programs, such as loyalty cards and point systems, can be useful tools for marketing and for rewarding customers.
However, real customer loyalty is created during one-on-one customer interactions between a customer and the people acting on the company's behalf, either a sales representative or customer service agent, retail associate or other customer-facing employee.
If I'm your customer, whether or not I become loyal does not depend so much on whether you reward me for doing business with you, but rather on how you treat me during our customer interaction - your actions, your behaviors, your attitude and how I feel during and after that customer interaction.