What actually makes a customer stay loyal?

It’s not just points, discounts, or rewards. Often, it comes down to whether a customer feels understood, valued, and taken care of - especially when something goes wrong.

In this episode of Stacked with Jennifer LaForge, Jennifer sits down with Reja Mulloor, Director of Engagement at Rakuten.ca, to explore what customer retention really looks like behind the scenes.

Reja shares why retaining an existing customer can be more valuable than constantly chasing new ones, how brands can turn feedback into better experiences, and why “surprise and delight” still plays such an important role in building long-term loyalty.

They also discuss referral programs, creating shopping habits, the balance between acquisition and retention, and why one poor customer experience can undo years of loyalty if it isn’t handled properly.

The conversation also looks ahead at how AI is changing personalization and customer engagement, including the fine line between creating a useful experience and crossing into what Reja calls the “creep factor.”

Later, Reja shares her personal definition of value, why consumers should be more intentional about the loyalty programs they choose, and how brands can earn a lasting place in a customer’s wallet by investing in the entire relationship — not just the transaction.
Whether you work in marketing, loyalty, retail, customer experience, or simply want to understand why some brands earn your loyalty while others lose it, this episode offers a practical look at what keeps customers coming back.