Trends Report

The State Of Customer Loyalty And Marketing Technology

Rationalize Redundant Investments To Improve CX And Increase Loyalty

September 20th, 2022
Mary Pilecki, VP, Principal Analyst
Mary Pilecki VP, Principal Analyst
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Emily Collins , Emily Pfeiffer , Joe Stanhope , Benjamin Nagle , Christine Turley

Summary

Brands with loyalty technology platforms often have capabilities that are redundant to those offered by their existing marketing technology (martech) ecosystem. This results in inconsistent customer experiences and spending inefficiencies. With some loyalty technology vendors modularizing their platforms, marketers now have an opportunity to reduce or eliminate the overlap. This report helps loyalty marketers and their marketing technology partners understand the benefits of improving loyalty and martech alignment and provides steps for how to rationalize those technology investments.

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