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Brand interest in customer loyalty continues to be on the rise; however, traditional customer loyalty programs no longer wield the marketing influence they once did. Today, many brands are shifting their focus to the “next” generation of customer loyalty. As the association for customer loyalty, this report will explain what “next generation” customer loyalty means to brands through Loyalty360’s unique lens.
In October 2023, Loyalty360 held qualitative discussions with Brand Members and surveyed over 90 brand marketers to gain deeper insights into their definitions and understanding of next generation customer loyalty, the opportunities marketers are embracing, and the potential challenges hindering their progress. The results highlighted the importance of next generation customer loyalty and shed light on the obstacles marketers must overcome to improve and enhance their customer loyalty efforts.
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