Study: Marketers unsure if loyalty programs work

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Little Rock, Ark.—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. Impacting loyalty programs are siloed databases, according to the study, with 40% of companies accessing data through different lines of business. The online study, with 129 respondents, was conducted in February.
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