Dynamicznie twórz kolumny sql

Będziesz chciał użyć PIVOT funkcja do tego. Jeśli masz znaną liczbę kolumn, możesz na stałe zakodować wartości:

select name, [Bronze], [Silver], [Gold], [Platinum], [AnotherOne]
from
(
  select c.name,
    cr.description,
    r.typeid
  from customers c
  left join rewards r
    on c.id = r.customerid
  left join customerrewards cr
    on r.typeid = cr.typeid
) x
pivot
(
  count(typeid)
  for description in ([Bronze], [Silver], [Gold], [Platinum], [AnotherOne])
) p;

Zobacz SQL Fiddle z wersją demonstracyjną.

Teraz, jeśli masz nieznaną liczbę kolumn, możesz użyć dynamicznego SQL do PIVOT :

DECLARE @cols AS NVARCHAR(MAX),
    @query  AS NVARCHAR(MAX)

select @cols = STUFF((SELECT ',' + QUOTENAME(description) 
                    from customerrewards
                    group by description, typeid
                    order by typeid
            FOR XML PATH(''), TYPE
            ).value('.', 'NVARCHAR(MAX)') 
        ,1,1,'')

set @query = 'SELECT name,' + @cols + ' from 
             (
                select c.name,
                  cr.description,
                  r.typeid
                from customers c
                left join rewards r
                  on c.id = r.customerid
                left join customerrewards cr
                  on r.typeid = cr.typeid
            ) x
            pivot 
            (
                count(typeid)
                for description in (' + @cols + ')
            ) p '

execute(@query)

Zobacz SQL Fiddle z demonstracją

Jeśli musisz uwzględnić Total kolumny, możesz użyć ROLLUP (wersja demonstracyjna wersji statycznej):

select name, sum([Bronze]) Bronze, sum([Silver]) Silver, 
  sum([Gold]) Gold, sum([Platinum]) Platinum, sum([AnotherOne]) AnotherOne
from 
(
  select name, [Bronze], [Silver], [Gold], [Platinum], [AnotherOne]
  from
  (
    select c.name,
      cr.description,
      r.typeid
    from customers c
    left join rewards r
      on c.id = r.customerid
    left join customerrewards cr
      on r.typeid = cr.typeid
  ) x
  pivot
  (
    count(typeid)
    for description in ([Bronze], [Silver], [Gold], [Platinum], [AnotherOne])
  ) p
) x
group by name with rollup

Wersja dynamiczna (Demo):

DECLARE @cols AS NVARCHAR(MAX),
    @colsRollup AS NVARCHAR(MAX),
    @query  AS NVARCHAR(MAX)

select @cols = STUFF((SELECT ',' + QUOTENAME(description) 
                    from customerrewards
                    group by description, typeid
                    order by typeid
            FOR XML PATH(''), TYPE
            ).value('.', 'NVARCHAR(MAX)') 
        ,1,1,'')

select @colsRollup 
      = STUFF((SELECT ', Sum(' + QUOTENAME(description) + ') as '+ QUOTENAME(description)
                    from customerrewards
                    group by description, typeid
                    order by typeid
            FOR XML PATH(''), TYPE
            ).value('.', 'NVARCHAR(MAX)') 
        ,1,1,'')


set @query 
          = 'SELECT name, '+ @colsRollup + '
             FROM
             (
                SELECT name,' + @cols + ' from 
                 (
                    select c.name,
                      cr.description,
                      r.typeid
                    from customers c
                    left join rewards r
                      on c.id = r.customerid
                    left join customerrewards cr
                      on r.typeid = cr.typeid
                ) x
                pivot 
                (
                    count(typeid)
                    for description in (' + @cols + ')
                ) p 
              ) x1
              GROUP BY name with ROLLUP'

execute(@query)