There’s no secret recipe to building and maintaining customer loyalty, but there are essential ingredients that marketing, in particular, can add to the customer experience mix. From relevant and proactive communications, to customer listening and personal connections, to preference-based multichannel interactions, marketers have myriad opportunities to build customer trust, bolster engagement, and cement customer loyalty. The challenge, and opportunity, is selecting the precise blend of those ingredients to cook up a loyalty strategy appealing enough to satisfy today’s exacting customers. With that in mind, Direct Marketing News asked several industry insiders the following: What is one essential ingredient to loyalty marketing today? Here, industry leaders share their opinions of current loyalty marketing must-haves.