Loyalty Trends in the Last Five Years
In 2025, loyalty to known brands is in decline. True Loyalty dropped by 5% from 2024 to 2025, the most significant drop since we started the Customer Loyalty Index (CLI). So, why are marketers losing their grip on the holy grail of loyalty? Let’s dive deeper. Loyalty isn't just a goal; it's the heartbeat of every thriving company. As customer expectations soar, businesses stand on the precipice of a transformative opportunity to elevate customer experience and unleash the true power of loyalty. Marketers who achieve faithful customers see loyalty as a strategy, not just a rewards program. Loyalty must be continuously earned through meaningful engagement and personalization. AI can empower marketers to do so.
of brands do not excel in differentiating themselves with personalization.
84%
8 | 52
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