Loyalty Program Service Providers Struggle To Delight Their Customers

In researching the Forrester Wave™ evaluation of loyalty program service providers, we surveyed 94 loyalty program service provider customers about their vendor partnerships. We found that users maintain lengthy relationships with their providers, partly due to high satisfaction with their people and reliability but also because deep integrations are expensive to replace. Customers expect a lot from their providers with regard to technical capabilities, strategic contributions, and the value they deliver, but these expectations are often not met — leading to low overall Net Promoter Score (NPS) scores. To avoid entering into a less-than-dazzling relationship with a loyalty program service provider, marketers must carefully consider their loyalty program requirements and anticipate long-term strategies.