Establishing the relationship between a company and its customers is not solely dependent on awarding points and giving rewards. Relationships are built by a combination of strategic initiatives – only one of which may be a structured loyalty card program. When developing a loyalty program for clients, NuEdge Consulting includes an assessment of whether a formal loyalty program is the optimal course of action for meeting the stated business objectives. Because designing and launching a loyalty card program is an initiative requiring a long-term operational and financial commitment to customers, NuEdge consulting will also outline the kinds of commitments made by others who have successfully developed loyalty programs.