We’re not taking sides in the debate over whether February 14th is the epitome of romance or a cash-grab by Big Greeting Card. Instead, we’re using the coming holiday to open up a dialogue between loyalty programs and their treasured members.

A loyalty program is nothing without a devoted following, a fact that comes with both good and bad news. The bad news is nothing new: many loyalty programs find it increasingly difficult to keep their members engaged. But the good news is, to find out what members really want from their loyalty programs, all you have to do is ask.

And ask we did. Based on a survey of loyalty program members across the U.S. and Europe, this infographic delivers insight into what regular customers find attractive and not-so-attractive in a program. What better way to honor St. Valentine than by rekindling the loyalty spark?

Trouble reading all the text? Check out a larger version here: Points_ValentinesPartnerInfographic_Final_Feb2_2015