The new value will be created through the relationship built between customer and supplier. Understand what profitable behaviour you want - and reward it. The psychology of rewards says simply that the behaviour you reward is the behaviour you will get. There should be no rewards until the desirable behaviour has been exhibited. You are in it for the long haul.
Customers only become profitable when they have changed their habits to become sustainably loyal.
This happens when long-term benefits to the customer are developed and communicated. Attract the customers you want. A well-designed loyalty program can target and attract desirable customers. In addition, it should discourage less-attractive customers. A key to this process is understanding how attractive customers behave.