Lowe adds that e-scheduling makes it easier for small businesses to conduct high-end loyalty-marketing campaigns, for example, by sending out e-mails (perhaps with discount offers) to customers who haven't made an appointment in six months.

CNN: Analysis: Brace yourself for the e-scheduling revolution

As Chief Digital Officer, Brotman has responsibility for Starbucks core digital businesses, including web, mobile, social media, card, loyalty, e-commerce, Wi-Fi, and the Starbucks Digital Network.

FORBES: Chief Digital Officer for Starbucks on Technology, Change and Community

First, he discovered in work with Enterprise Rent-A-Car that a key to measuring loyalty was to give priority to the enthusiastic customers, i.e. those who were delighted.

FORBES: Measuring Business's New Bottom Line: Customer Delight