Gartner Research

Move Customers to Deeper Levels of Loyalty That Strengthen Brand Health

Published: 28 January 2019

ID: G00367077

Analyst(s): Benjamin Bloom , Augie Ray


Brand loyalty is poorly understood and measured, leading to actions that harm relationships, reduce margin and fail to staunch customer churn. Customer experience leaders must establish authentic measures and analyze the right loyalty data to encourage more resilient, profitable customer bonds.

Table Of Contents


  • Build Real Loyalty — Not Just Transaction Volume — With Your Loyalty Program
  • Measure Both Behavioral and Attitudinal Loyalty Metrics
  • Develop Strategies to Change Why Customers Are Loyal
    • Value Loyalists Suppress Margins by Choosing Price, Discounts and Points
    • Product Loyalists Exhibit Narrow Loyalty You Can Broaden
    • Brand Loyalists Offer Devotion That Extends Broadly

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