Medallia & Ipsos – The Shifting Dynamics of Customer Loyalty, 2025
Summary
The main theme of the report is the changing dynamics of consumer loyalty and the role of experience management in this process.
Key findings include: Customer loyalty exists on a continuum and can arise from a single outstanding experience. Customer loyalty is important for business success, and 97% of customer experience management professionals agree with this. Loyalty programs and experience management play a crucial role in strengthening loyalty. The future of loyalty is linked to generation-specific strategies, complex technological landscapes, and the use of AI.
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