So you want to reward riders as a way to enhance your customers' experiences and build ridership? What's the best way to do that? There are many options to choose from and pitfalls to avoid. Let's start with three general tips: First of all, as with all new products or services, get clarity on objectives before you begin. Do you want to acquire new customers, strengthen relationships with existing customers, build off-peak ridership, improve brand perception? What's the top p