CMO Council Study Finds Marketers Under-value Loyalty Programs

• Increasing frequency and relevance of communications (39 percent)

• Gathering more insights and intelligence for better customer handling (38 percent)

• Adding new benefits, incentives and inducements (36 percent)

• Studying industry best practices and making adjustments accordingly (19 percent)

Marketers appear to be falling down on extracting greater value from customer loyalists. When it comes to in-depth profiling of customers, the vast majority of marketers still only aggregate and analyze limited customer data sets. 73 percent collect basic demographics and 68 percent track the location of members, but critical insights – such as advocacy rates (14 percent), brand loyalty and attachment (27 percent), personal preferences (31 percent), satisfaction levels (33 percent), and product preferences (38 percent) – are not being leveraged.