Publicis Sapient 2023 Customer Loyalty Survey

Publicis Sapient conducted research among more than 2,700 consumers globally to understand their opinions on consumer loyalty programs and what feelings matter most during service interactions with organizations.

Section 01: On Board

More than half of consumers globally (51%) are involved in company loyalty programs. While consumers belong to an average of six loyalty programs, they actively participate in only three of them.

Section 02: Perks

The top benefits consumers seek from loyalty programs are:

77%: Saving money
71%: Receiving rewards
58%: Exclusive discounts
33%: Free shipping
25%: Early access to deals

Section 03: Data Sharing for Value

Consumers are willing to share their data if it leads to better experiences. Specifically, people are "extremely/very/somewhat likely" to share their data for:

69%: Better offers
56%: More relevant services
53%: More exclusive services and experiences

Section 04: Earning Loyalty

To earn and maintain customer loyalty, organizations should:

Communicate the benefits: Make it clear what the benefits are, when they will be received, and why choosing your program is the right choice for consumers.
Be transparent about data usage: Be candid about how you use customer data, and be explicit about the benefits and value they receive in exchange for providing personal information.
Personalize the experience: Use the information provided to deliver more relevant, timely, and valuable experiences to consumers. Personalization is increasingly important.

Section 05: Get in Touch

About the Research

Key Insight:

People are "extremely/very/somewhat likely" to share their data for:

69%: Better offers
56%: More relevant services
53%: More exclusive services and experiences.

Publicis Sapient 2023Customer Loyalty Survey