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Brands Don’t Offer Loyalty.
Consumers Grant It.
THE LOYALTY DIVIDE

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WHAT IS A MARKETER TO DO??
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THE LOYALTY DIVIDE
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Most marketers know what
they need to do!
But, they struggle to do it

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CRM AND SOCIAL DATA
DISCONNECT
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INFLUENCERS ARE BEING
IGNORED
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94%
of marketers
don’t use Influencer
Scores as part of
segmentation and
measurement…

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NPS IS BEING UNDERUSED
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89%
of marketers
don’t use
Net Promoter
Scores
as part of segmentation
and measurement…

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HOLISTIC ‘CUSTOMER LTV’ LAGS
AS MEASURE
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Nearly half of marketers use
Customer LTV when segmenting
marketing offers….
But still, many marketers use
purchase history as the primary
customer measurement for
messaging mix…

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AND, NEW CUSTOMERS DON’T
GET TREATED DIFFERENTLY
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63% of marketers always or frequently treat new
customers the same when choosing advertising
media

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SMALL NUMBER OF BRANDS
HAVE DISCOUNT PRICING AT
CORE
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7%
of marketers
have “everyday low
prices” as part of
their core brand
message…

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YET, INDISCRIMINATE USE OF
PRICING FOR MANY BRANDS
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But, 40%
of marketers
always/frequently
use pricing
discounts for
promotions…

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HOW TO CLOSE THE LOYALTY
DIVIDE
• MULTIDIMENSIONAL INSIGHT
• No one signal consistently describes or predicts
consumer behavior
• Refine across all relevant signals
• INSIDE OUT
­Activate and refine insights to know your best
customers.
­Spend more on cultivating relationships with them.
­Use what you have learned to identify prospects who
think, look, and act like your best customers.
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HOW TO CLOSE THE LOYALTY
DIVIDE
• OUTSIDE IN
­Collect online data about customers – touches from
outside the brand.
­Use it to optimize all media
• TRUST & TRANSPARENCY
­Just because you can, doesn’t mean you should.
­Marketing should be for the customer not to the
customers.
­Long-term trust rather than short-term reward.
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DELIGHTING CUSTOMERS
PROMISES HIGH RETURNS
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Acxiom client experience

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“THE LOYALTY DIVIDE”
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Read the full report to
understand how
brands can utilize all
customer touch-points
across the enterprise
to build trust.
Download it here.

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