Software vendors and their business customers have tried many things to increase customer loyalty, but they have been disappointed more often than not. Rewards, delight, and daily deals were good ideas to help spur customer loyalty. Unfortunately, they weren't enough to move the loyalty needle in today's highly competitive markets. Some businesses have rechristened their rewards programs as "loyalty" programs. Changing the name isn't going to change the basic customer-facing process, though, and rewards programs often reward the wrong thing.