State of Loyalty & Benchmarks – 2022 Regional Customer Loyalty Reports

The years following the pandemic have brought digital transformation to an unprecedented level, prompting businesses all around the world to rethink how they are interacting with their customers. And due to the rekindled interest in innovative customer engagement solutions, loyalty programs are experiencing a renaissance. But even though companies are investing in customer loyalty all across the globe, each region has its own focus, meaning that areas such as Europe, North America and Asia-Pacific have very different loyalty landscapes. To help you identify untapped potential in your market, Antavo has released three Regional Customer Loyalty Reports for 2022.?

About Antavo’s 2022 Regional Customer Loyalty Reports

In its series of Regional Customer Loyalty Reports, Antavo focuses on three regions: Europe, North America and Asia-Pacific, dedicating a full report to each one. These reports are based on a global survey of over 320 corporate respondents from all regions of the world. The report also pulls data from 6.3 million APAC member actions, 10.7 million North American loyalty member actions and 4.4 million Europe-specific member actions, all tracked via Antavo’s Loyalty Management system.

Antavo’s Regional Customer Loyalty Reports examine loyalty programs through the eye of current and future loyalty program owners. And each region-specific statistic in the reports is compared to the global average established in Antavo’s Global Customer Loyalty Report 2022

For a 360-degree view of the loyalty market, download our three Regional Customer Loyalty Reports, as well as our Global Customer Loyalty Report, all of which feature insights from renowned loyalty experts, as well as interviews with respected industry professionals.

The Current Loyalty Program Landscape

The past few years have proven to be a disruptive force for customer engagement and brands have been left facing an entirely new customer reality. This has completely transformed the goals and expectations of loyalty programs, so it’s worth examining how businesses in each region evaluated the performance of their respective loyalty programs.?

Satisfaction

Among the three regions analyzed, North American program owners are the most satisfied with their loyalty programs (63.3%), demonstrating that companies with a well-thought-out loyalty program can still find success in such a large market. On the other end of the spectrum, fewer APAC companies say they are satisfied with their program (42.4%), which may suggest that ambitions and standards are particularly high in the region. As for Europe, satisfaction rates are somewhat high (56.3%), and closely mirror the global average.?

The Desire to Revamp

When survey respondents were asked how likely they are to revamp their loyalty program in the next three years, North America, again, took the top spot (80.0%), followed by Europe (71.9%), and then APAC (66.7). Generally, this majority indicates that even companies that are satisfied with their current loyalty programs plan to revamp them in the near future, potentially in an effort to add new features and capitalize on the latest trends.?

Emotional Loyalty

In order to gauge how companies view their loyalty programs, respondents were asked whether they would classify their program as rational (transaction-focused) or emotional (experience-driven, where customers are often engaged outside of the buying cycle). In this case, APAC stood out by a significant margin. 30.3% of APAC respondents with a loyalty program classified their program as more emotional than rational, scoring 9.6% above the global average. The other two regions both scored below the global average. Just 15.6% of European and 10% of North American respondents qualified their program as more emotional.?

This is just the first half of the article. For the full story, visit our blog.