The rise of customer-driven digital research has tended to harm brand-related loyalty programs, according to a study from interactive marketing services company Acxiom Corp.

According to Acxiom's “Making Every Interaction Count: How Customer Intelligence Drives Customer Loyalty,” (based on a poll conducted with loyalty marketing association Loyalty 360P, only 25% of respondents said they are loyal to a brand. And while 84% of respondents use customer retention marketing strategies, barely half believe their strategies are working.