Trends Report

Brief: Loyalty Program Members Give Brands Higher Customer Experience Index Scores

August 7th, 2015
Megan Burns, null
Megan Burns
Corey Stearns, null
Corey Stearns
Samantha Ngo, null
Samantha Ngo
With contributors:
Emily Collins , Michael Gazala , Kyle Steinhouse , Peter Harrison

Summary

Many loyalty programs include perks that are designed to give a firm's best customers a differentiated experience. But do they deliver? In this brief, we answer that question by comparing the Customer Experience Index (CX Index™) scores given by loyalty program members versus nonmembers across four industries — airlines, car rental providers, hotels, and retailers. Customer experience (CX) pros can use this research to understand which parts of the experience loyalty programs actually help and which they don't as well as their unique impact across the three most common types of loyalty — advocacy, retention, and enrichment.

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