Posted by Ashley Autry on Oct 16, 2017 6:02:00 AM

Is 2017 the year customer loyalty truly dies?
 
Or will brands step up their engagement and customer experiences to the level the modern consumer expects? 
 
What can be done to earn die-hard devotion and enthusiasm from a stretched and skeptical populace?
 
Who knows? One thing is for sure, we're going to make sure the data and stats are here for your perusal.
 
As we've done the last couple years, this page is going to contain every piece of relevant customer engagement and loyalty stat released in 2017. Of course, these stats plus stats of year's past can be found on our Ultimate Collection of Loyalty Statistics.
 
As always, we'll provide a link back to the original source of the data. If you have research you'd like us to include, feel free to drop it in the comments.
 

Posted by Brandon Carter on Oct 16, 2017 6:02:00 AM

(New: Only want the latest data? Check out our collection of 2017 loyalty stats.)

Customer brand loyalty is a rich and complex subject to grasp. 

What is it? (Here's a definition.)

How is it earned?

Is it worth the effort?

For your convenience, we've compiled dozens of statistics to help light the way - from how many people are active in loyalty programs to what they're looking to get out of them and how they'd like to be communicated with.

We've tried to make this list as relevant as possible, which means we combed through recent research with a focus on the US (with the occasional global stat thrown in).

These stats are culled from a variety of sources, and we've provided source links for each of them (though some are gateway pages that require you to register or submit your information to receive the actual research).

Sometimes the data conflict with other sources - we'll leave it up to you to decipher which is most accurate.

We'll keep this list updated on a weekly basis with the latest and greatest. If you know of a stat we're missing, or want your own research included in our collection, leave us a note in the comments.

Everyone wants to get in on Millennials and their precious dollars, but how? How do you connect with a group that knows marketing when they see it and shies away from (most of) it? What can be done now to create lifetime loyalty?

To help provide some perspective, we've compiled a gathering of statistics on Gen Y loyalty and brand preferences.

We've focused on US-based research from the past 2-3 years, though there are exceptions. We'll add more as data becomes available, and feel free to tip us off to anything we've missed.

Here's what we know for sure now:

  1. They're heavily influenced by their peers and online networks
  2. The criteria they evaluate brands with is different from other generations, and leans heavily toward price and corporate social responsibility behavior
  3. They expect brands to be open to their voices and exhibit a willingness to change.

 

Access has always been very good at customer relationships. We wouldn’t have experienced steady, uninterrupted growth for 30+ years if we didn’t have a good product and track record with clients.

We retain about 98% of our clients annually, and have an NPS score that rivals the best companies in the world, not just our industry.

So why would we need a formal Customer Success effort?

The truth is, we want more for our clients. Sure, they’re satisfied with us, but we want them thrilled. More than that, we want their customers, members, and employees to be thrilled.

When their annual budgets come due, we want keeping their relationship with Access to be a no-brainer that everyone from the CEO on down can agree upon.

As such, we recognized the need to formalize our efforts around retention and satisfaction.

And guess who got to lead the charge? Yours truly.

As engagement, loyalty, and customer success pros, we have a lot of tools to work with. Loyalty programs, incentives, gifts, rewards, content, data, and communication channels like email.

All those tools capture a little bit of real estate in the customer’s mind. They get people to take action, tugging them a bit closer to the brand (and hopefully the next purchase).

We've got all kinds of toys to pursue customer loyalty. 

And yet, we're nearly powerless to influence perhaps what matters most to customers in the long run.

 

Having a good email database is the first step towards a successful email marketing campaign, but there's more you need to do to achieve that success. Everyone receives marketing emails every day, and more often than not they're simply deleted without ever being opened. What makes yours different, and why should they open them and read what you have to say?

The trick to creating good emails is to use the right tools. There's lots of tools out there online that can help you up your email game. Some will help you evaluate and learn about your audience. Others will help you with the technical craft of writing. Others still will create email schedules for you that make sense, and grab the recipient's attention. If you're not using tools like these, then you're throwing away your chance to bring in more customers and create more interest in your product.

If you want to create a good email marketing campaign, the best thing to do is find these tools and use them wisely. You'll be able to get to the bottom of what your customers want, and find the best way to give it to them. This guide will show exactly which tools are the best for bringing in customers, and how you can use them to their full advantage.

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