尽管经常被称作“忠诚卡”，但是零售商和服务商对消费者发行的积分卡不是用来赢得消费者永恒忠诚的。

ALTHOUGH they are often called "loyalty" CARDS, the rewards CARDS that many retailers and service companies issue to shoppers are not about winning their undying allegiance.

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消费者投诉也涉及缺乏个性化的交流(23%)和会员积分和里程难以兑换(18%)。

Customer complaints also touch on a lack of individualized communication (23 percent) and issues with redeeming points and miles (18 percent).

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值得肯定的是，很多积分高达800或以上的消费者近年来积分还在增加。

On the positive side, the number of consumers who have a top score of 800 or above has increased in recent years.

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