Understanding customer perceptions about brand loyalty programs
Customer loyalty: Brands want it. They chase it. They invest in solutions for it. But are brands working as efficiently and smartly as possible? Are they fostering the relationships their customers value? The kind of relationships that lead to increased visits, spend and wallet share?
To better understand how consumers experience loyalty programs, we commissioned a study of more than 5,000 loyalty program members across 50 brands in nine industries. The study addressed the perceptions and experiences of program promoters and detractors. These individuals selfidentified in the survey via Net Promoter Score (NPS) measurement for each brand’s loyalty program.
Our study explored the following:
> What’s driving success in loyalty programs?
> What’s working for customers? What’s not?
> What can be improved?
> Which industries/brands are doing it right?
> Where are the opportunities? What gaps exist?
The best loyalty programs achieve important brand outcomes: increased visits, spend and share. But how they accomplish this is the focus of our study and insights.
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