美库尔（Merkle）：2024年消费者忠诚度晴雨表：品牌的客户体验提升战略（英文版）（47页）.pdf

1、LOYALTY BAROMETER20242/2 0 2 4 L O Y A L T Y B A R O M E T E R2For six years,the Loyalty Barometer Report has surveyed consumers thoughts and feelings on loyalty programs and how brands can better align with consumer preferences.In this edition,well reveal how consumer mindsets are evolving and what

2、 brands can do to ensure customer strategies remain current,relevant,and impactful.IntroductionMethodologyIn October 2023,we surveyed 1,500 consumers who were sourced outside of the loyalty marketing programs that Merkle manages for clients.Responses came from US residents aged 18 to 65,allowing us

3、to look at responses by generation./brand loyalty4/2 0 2 4 L O Y A L T Y B A R O M E T E R4While a loyalty program can have significant impact on a consumers decision to do business with a brand,our research shows consumers think about loyalty more broadly.Having a great product is the most importan

4、t factor in building brand loyalty.Building loyalty requires more than a program20%22%24%28%56%-Merkle 2024 Loyalty BarometerS U R V E Y Q U E S T I O NWhat are the top two things that make you feel loyal to your favorite brand?/b r a n d l o y a l t y5/2 0 2 4 L O Y A L T Y B A R O M E T E R5Custom

5、er service,consistent customer experience,and a loyalty program make consumers more likely to continuing doing business with a brandat a higher rate than the prior report.Mobile apps showed the biggest increase in impact,largely driven by Millennials and Gen Z.Service,a loyalty program,and experienc

6、e continue to have highest impact-Merkle 2024 Loyalty BarometerS U R V E Y Q U E S T I O NIndicate the impact of the following on your likelihood to continue doing business with a brand:/b r a n d l o y a l t y77%79%75%46%84%84%83%63%20222024Customer serviceLoyalty or rewards programConsistent custo