Our client Mastercard partnered with Harvard Business Review Analytic Services to ask 400 executives globally about their approach to customer loyalty. The research showed that customer loyalty remains a top business priority for executives, but less than half believe their approach to loyalty is effective.

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Additional findings include:

  • 55% of participants have updated or refreshed their loyalty strategy within the past two years.
  • Mobile capabilities are the primary technology investment (52%), and the majority of businesses surveyed consider digital and omni-channel access to be key initiatives for future loyalty program success.
  • 31% of respondents let an external partner manage their loyalty platform, and 28% use an outside partner to handle loyalty-related marketing campaigns.
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