CMO Council Study Finds Marketers Under-value Loyalty Programs

The Consumer View

Marketers can take a deep breath as consumers report they see value in loyalty program membership. A surprising 79 percent of consumers surveyed say they are very, or pretty, satisfied with their loyalty and rewards program experiences. But 70 percent want to see more discounts and savings, and 52 percent more compelling personal deals and offers as reward for steering their business to loyalty program operators. In a definitive call for personalization, 58 percent say they want more compelling personal benefits and services, as well as more relevant offers or individualized deals.