Leaving your cardholders in a rewards lull gives competitors the perfect opportunity to swoop in and capture loyalty—and spend.

Customers are often thinking about loyalty programs when they’re shopping for a credit card, but a majority of consumers are unaware of the offers, rewards, and benefits they earn, according to a recent Mastercard study. But there are steps you can take to keep your customers from churning, and it all starts with creating awareness of the value of loyalty programs.