The SAP Emarsys Customer Loyalty Index 2023 shows loyalty is declining worldwide, with only 66% of consumers identifying as loyal, down from 76% in 2022. Incentivized loyalty fell sharply, while silent, ethical, and true loyalty rose. Consumers now expect more: 20% say brands must do more to earn loyalty, up from 13%. Key drivers include wide product range (47%), excellent service (44%), and discounts (45%), but long-term loyalty hinges on personalization, consistency, and brand longevity. Loyalty loss is most often caused by poor quality products (44%) and rising prices with weaker service (42%).

Join for free to read