Study: The Two-Way Street of Customer Loyalty Sometimes Goes the Wrong Way

Customer Loyalty StudyA recent study reveals that the role of a loyalty program has almost opposite perspectives from two important stakeholders: the company, and the customer. “The State of the Customer Journey 2014” from Kitewheel notes that “it seems both brands and consumers want the other party to prove their loyalty: 73% of consumers feel loyalty programs ‘should be a way for brands to show how loyal they are to them as a customer.’ However marketing executives disagree; 66% believe loyalty programs are still a way for consumers to show how loyal they are to their business.” As the report states, “Businesses must revise their strategy and prove to consumers that loyalty goes both ways.”

The perspective is eye-opening. No wonder the report is subtitled, “The Breakthroughs and Breakdowns of Engagements With Today’s Connected Customers.”

The study, conducted by Strategic Marketing Research Inc. for Kitewheel, surveyed 382 “Connected Customers” and 209 “Marketing Executives,” CIO and above.

Other interesting findings in the report related to customer relationships and customer experience:Customer Loyalty study

  • 25% of consumers are frustrated by a company’s inability to recognize them as a past or current customer
  • 70% of consumers are frustrated by having to repeat information already provided
  • 46% of marketing executives reported struggling to convert integrated consumer data in to real-time action plans
  • 34% of marketing executives reported that difficulty connecting existing systems, touch points and data to support real-time customer interaction and communication - is one of the greatest barriers they face in moving with the constantly connected consumer
  • 56% of marketing executives reported they would like to be able to integrate internal and external data sources at the moment of interaction to provide a real-time 360 degree consumer view
  • 36% of brands can currently orchestrate individual customer journeys across channels

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