Impressive article, thanks for posting. The comment, "integrate loyalty thinking across the consumer experience. Loyalty isn't a program or a function in your org chart. It is the combination of all of your consumer-facing efforts," is spot-on and provides great fodder for Insiders discussion.
Thanks TJ: As a charter member of the Pan Am FT program I can attest to the problems that accrue when a well-meaning marketing tool becomes back burner, then forgotten, then starts a problem that engulfs the entire corporation.