2024年数字客户忠诚报告.docx
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1、DIGITALCUSTOMERLOYALTYREPORT2024Wherenextforloyalty?There5Sbeenadigitaltransformationofloyaltyoverthelasttwentyyears-fromplasticcardsandpapertowebandapp.Consumersaregivenmorewaystoengage,earnandredeem.Businessesarebenefitingfromgreaterinsight,visibility,reachandretention.Butwhafsworkingbest?Andwhere
2、istheloyaltymarketheading?2Introduction1.oyaltyismoreimportantthanever.Itisapriorityforeverybrandowner,anddigitalexperienceshavechangedthewaycustomerswantandexpecttointeractwiththebrandstheybuyfrom.Butarebusinessestakingfulladvantageofeverythingdigitalloyaltyhastooffer?Aretherightplatformsbeinginves
3、tedinandhowdoyouensuretheyencouragepositivecustomerexperiencestodriveretentionandgrowth?TheApadmiDigitalCustomerLoyaltyReport2024canvasesopinionfromleadersinloyaltyacrossretail,financialservices,utilitiesandtravelandleisurewiththeaimofunderstandinghowdigital,andmorespecificallydigitalproducts,aresup
4、portingpersonalisation,whichaudiencesarebeingtargetedandwherethefuturefocuswillbe.Earnandburnpointsandexclusiveoffersarewell-establishedandbeingusedtogoodeffect(59%and72%respectivelyofoursurveyrecipientsarealreadyusingthesetacticsintheirloyaltyprogrammes),butgamification,tieringrewardsandevenchargin
5、gforpaidmembershiparethecurrentexpectationandneedtobedeliveredseamlesslytobeeffective.Businessesandbrandownersknowtheyneedtogetthisrightanddigitalplatformsarethewaytodoit.wTheinfluenceourdailydigitalexperienceshaveonloyaltyismorepowerfulthanever,wsaysApadmi,sGroupContentDirectorJakeSargent.wGettingi
6、trightisnteasy,butthepotentialtounlockvalueforbusinessesandtheircustomerswithgreatmobileanddigitalproductsisreallyexciting/*Whyisthisimportant? 97.8%of brand ownersbelieveloyaltyhaseitheralwaysbeenimportant,orismoreimportantnowthaneverbefore.heaudienceTheApadmiDigitalCustomerLoyaltyReportisbasedon91
7、responsesfromEuropeanbusinessesacrossretail,financialservices,utilitiesandtravelandleisure.Therespondentswereinmidtoseniorlevelroleswithresponsibilityforareasincludingdigitalproductownership,customerloyalty,customerexperienceandCRM.Fromsportshopstosupermarkets,Europeanbankstofastfood,buscompaniestob
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- 2024 数字 客户 忠诚 报告
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