CMO Council Study Finds Marketers Under-value Loyalty Programs

For marketers, the big question is how much loyalty club membership influences purchasing decisions and customer affinity and attachment to brands. Club membership strongly motivates, or is a big factor, in influencing buying decisions, for 52 percent of survey respondents. When it comes to word-of-mouth, nearly 20 percent of club members say they are big brand boosters and almost 50 percent say they sometimes talk up the product or service they support. On the other hand, 54 percent of survey respondents stated they would give up their loyalty or rewards club membership if they had a poor product or service experience with a brand.