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The Changing Face of Customer Loyalty: Insights from KPMG's Latest Survey


Customer loyalty is alive and well but digital disruption and new generational influences show that the nature of loyalty is changing.


According to a KPMG Survey, only 37 percent of respondents identified points and rewards as one of the most effective ways to secure their brand loyalty. In almost every country, points and rewards were less likely to earn loyalty than corporate transparency and honesty.


When a customer is loyal to a brand:

  • 86% will recommend a company to friends and family

  • 66% are likely to write a positive online review after a good experience

  • 46%t will remain loyal even after a bad experience

Get the full KPMG report here Photo by Artem Beliaikin

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