年度忠诚度报告

1、A Decade of Loyalty.In its 10th year of publication, The Loyalty Report is proudly known as the leading source of insights and guidance into an ever-evolving world of customer engagement and loyaltyand the launch of this years report couldnt be more timely. In the midst of a global pandemic and econ

2、omic slowdown, the challenges facing Brands in 2020 have never been more complex. The urgencies for digital transformation, complete withempathy and focus on human needs and experiences, are heightened. The opportunities for Loyalty Programs to help Brands accelerate recovery are very real and prese

3、nt.While savings have grown more important in light of recent events, so has the value of great service, time, and added convenience, along with the feelings of security that strong Brands engender. New customer expectations, preferences, and behaviors arenormalizing. Traditional loyalty mechanics l

4、ike points, discounts, and rewards are table stakes. To stand out and earn loyalty that sticks, Brands now must focus on true drivers of Member Engagementand that starts with a foundation of Personal Relevance to the Member, extended through the interconnectivity and influence of digital and human e

5、xperiences within your program.In partnership with Visa, Bond surveyed almost 70,000 consumers on more than 100 attributes that examine over 1,000 Loyalty and Credit Card Programs across 34 global markets. This decennial edition of The Loyalty Report shares several of the most important lessons lear

6、ned for Brands charting their path towards the “new normal.” How will your program stay relevant with the changing State of Loyalty?How do I access the complete report?Contact us to learn more about how you can subscribe to the most in-depth research study on consumer Loyalty and rewards Programs, a

7、nd gain access to insights into some of the 1,000+ Loyalty and Credit Card Programs operated globally.#loyaltyreport | 2The Worlds Largest Studyof Loyalty, Engagement, and Known-Customer Experience.Sample of more than68KConsumersIn34MarketsAcrossAMERICAS EUROPE ASIA PACIFIC MIDDLE EASTExamining more

8、 than1000+ProgramsIn15+Industry SectorsAirlineApparel RetailAutomotiveBig Box RetailCar RentalCPGEntertainmentQuick Serve Restaurant & DiningGas & ConvenienceGroceryHealth & BeautyHotelInformalOnline RetailPaymentsPharmacy and more.Across100+AttributesLoyalty MechanicsProgram InfluenceBehavioral Loy

9、altyEmotional LoyaltyEarn MechanicsRewards & RedemptionBrand AlignmentHuman ExperiencesDigital Experiences. and more.17K Americans provided feedback on 300+Loyalty Programs between December 3, 2019 andMarch 17, 2020. #loyaltyreport | 3Fast Facts.The Influence of LoyaltyLoyalty continues to bring pos

10、itive outcomes for Brands, and the impact on advocacy, retention, and spend (or “say, stay, spend”) remains strong.Sector EngagementMember Engagement score comprises satisfaction, advocacy, emotional connections, and spend.Member Engagement Ranked by SectorSay72%I am more likely to recommend Brands

11、with good Loyalty Programs.Stay78%Programs make me more likely to continue doingbusiness with Brands.Spend64%I modify amount spent to maximize points.Entertainment GasHotel Dining GrocerySpecialty RetailNew Memberships Remain Steady but not all are ActiveActive7Memberships14Cruise Line Auto Rental A

12、pparel Retail AirlineDrug StoreTop Credit Card PerformersBank BrandedAnatomy of the “Active 7”Average number of active memberships in wallet, by sector:2020% Changevs. 2019Payment1.918%Specialty Retail1.320%Cashback CreditBank Branded Points Credit Co-branded CreditPrivate Label Credit High-Frequenc

13、y RetailTravel Dining14%11%6%#loyaltyreport | 4Fast Facts.The Experience Accounts for 3/4 of What Drives Engagement.Experience12%12%12%12%4%Digital Experiences Made PersonalLoyalty Programs achieving high levels of personalization along the Member Lifecycle experience considerable lifts in

14、key outcomes.Say7.5 LiftStay76%8%12%5.4LiftEarn + Burn24%8%10%10%Spend12%Recognition + Support12%Personal Relevance12%Ease + Enjoyment10%Brand Alignment6.4 Lift47%HIGHERDrivers of increased importance in 202025%StronglyAgreeHuman Experiences Made PersonalOnly one in four Members strongly agrees that

15、 program representatives make them feel special and recognized, but programs getting this right experience 47% higherCredit Card Programs achieving high levels of personalization along the Member Lifecycle experience10%Data Usage + Trust8%Communications8%Digital4%Meets Needsa $196 lift in spend on c

16、ard, per Member, per month.$196 LiftTailored OffersMembers who receive relevant offers that become more relevant over time are 8 more likely to go out of their way to use them.Program Engagementengagement.8#loyaltyreport | 5Providing Relevant, Timely Insights.2020 Chapter HighlightsKey Program Perfo

17、rmance Measures and Drivers of EngagementBy examining key attitudinal and behavioral performance measures, for both Loyalty and Credit Card Programs, our study showcases the importance of Loyalty in strengthening relationships between Brands and their customers. We outline why marketers, in addition

18、 to building balanced programs that are competitive on value proposition, must differentiate on Member experiencea crucial factor in driving Member Engagement, being one of the “active” programs in a Members loyalty wallet, and avoiding disruption from competitive programs.A barometer for marketersM

19、ember satisfaction echoes their outlook on life.Follow the Member sentiment in your region to evaluate performance on expectations. #loyaltyreport | 6COVID-19Loyalty in a Time of CrisisIn 2020, the COVID-19 pandemic has changed the way we live on a global scale. Our HYPERLINK /covidupdates recent se

20、ries of research HYPERLINK /covidupdates studies have been integrated to provide-driven insights. Bond is able to point out the impact of this global health crisis when it comes to consumer behaviors overall and within customer Loyalty Programsand we reveal how Brands should continue to operate thes

21、e programs.Path to EngagementBond has leveraged a neural network analytical method to create a Loyalty Path Analysis. New to this study, this research approach proves that Personal Relevance is a foundational element to establishing successful Loyalty Programs. We lay out a recommended roadmap for P

22、rogram operators by showing both the strength and direction of interconnectivity across a set of Member Engagement drivers.The path to Member EngagementActionable Program LeversKey Business OutcomesBonds neural network assessment identifies the strength and direction of interconnectivity among the f

23、undamental aspects of each driverof Member Engagement. The Path Analysis prioritizes the most actionable program levers right through to key business outcomesrevealing that success starts with Personal Relevance carried through the entire loyalty strategy. #loyaltyreport | 7Digital InteractionsBond

24、shares insights and examples to specify how clients/partners can more effectively utilize digital communications and interactions to deliver Personal Relevance to Members. This includes isolating the touch points, sector by sector, that hold high importance and value in improving personalization wit

25、hin the Member Lifecyclewhich ranges from onboarding and activation all the way through to attrition. Analysis includesa deep dive into the role of “offers,” with insights into the areas of improvement that will drive strengthened efficacy of promotional spend, in order to drive engagement with the

26、program and the Brand.Welcome/ OnboardingRecommendationsAcknowledgmentSpecial OffersSimplified Sample LifecycleRole of the RepLooking ahead to a post-COVID-19 world, one that is sure to remain increasingly digital, this chapter shares insights into the importance of the role that representatives pla

27、y in Member Engagement. To fulfill their role in delivering the Loyalty Program promise: now, more than ever, insights convey that representatives need to excel on key competencies that strengthen (make) the Member relationship,while correcting for those that can destruct (break) it.Programs achieve

28、 a3.7 lift in satisfaction and 47% higher engagement among Members who strongly agree its representatives help them get the most out of it. #loyaltyreport | 8Co-brand CongruenceBrand-aligned payment extensions of non-tender Loyalty Programs drive multiplicative value for Members and the Brand. Bonds

29、 insights validate the purposefulness of aligning credit card and program loyalty mechanics. Members participating in both programs need to derive benefit and value that solidifies and strengthens the relationshipand that expands beyond what would be achieved if the Member was only participating in

30、one or the other.Only 2/5 of Membersstrongly agree that Loyalty Programs and their associated co-branded credit cards are working together seamlessly.3/4 of Membersin a co-branded Credit Card or Loyalty Program feel strongly that these programs are a key part of their relationships with Brands.#loya

31、ltyreport | 9Live ExperiencesIn this chapter, we dissect the cornerstone elements that drive successful Member-exclusive live Brand experiences so that Program operators can find a path to an attributable return on investment. While the current climate may have put a pause on these interactions, the

32、y will shift and adjust in the “new normal” to become an integral point of engagement. Bonds research highlights experiences that drive the most value from engaging participants before, during, and after the eventall within the context of current market dynamics and future dynamics of what may be th

33、e “new normal.”The Experience RibbonTMImpact on Event Satisfaction #loyaltyreport | 10Top Loyalty Programs.Airlines1. JetBlue TrueBlue2. Southwest Airlines Rapid Rewards3. Alaska Airlines Mileage PlanHotel1. Hilton HonorsRetail: GroceryFood Lion MVP ProgramRetail: Drug StoreMGM M Life RewardsH-E-B P

34、oints Club RewardsMarriott Bonvoy Rewards3. Smiths Fuel Program1. Rite Aid Wellness+2. CVS ExtraCare3. Walgreens Balance RewardsRetail: Health & BeautyMy Bath & Body Works RewardsSephora Beauty Insider3. Sally Beauty Rewards#loyaltyreport | 11Top Loyalty Programs.Retail: Department1. JCPenney Reward

35、s2. Kohls Yes2You Rewards3. The Nordy ClubRetail: Apparel1. Nike+Retail: SpecialtyAmazon PrimemyAbercrombieBed, Bath & Beyond Beyond+The Childrens Place My Place RewardsHarrys Shave PlanDining & Quick Service RestaurantChick-Fil-A OneDominos Piece of the Pie RewardsDunkin Donuts DD PerksGas & Conven

36、ienceCumberland Farms Smart Pay Mobile AppWawa Rewards3. MAPCO MY Reward$#loyaltyreport | 12Introducing.The State of Loyalty Data LakeDip into loyalty highlights that span 10 years, 100,000s of consumers, 34 countries, representing 100s of Marketers, and covering 1000s ofprograms and apps; historys longest-standing, deepest, most robust data on consumer loyalty around the world. Wade even further into program and sector-level perspectives. Plus, examine behavioral and attitudinal benchmarksall featuring operational and operator data and finding