Merkle, dentsu's leading technology-enabled, data-driven customer experience management (CXM) company, announced today the launch of its 2022 Loyalty Barometer Report, offering insight into how marketers can build more meaningful, lasting customer relationships. The announcement closely follows the release of Merkle's Performance Media Report. Both reports aim to help brands improve the overall customer experience, helping to drive deeper engagement and retention in our ever-changing world.

Loyalty programs are no longer just about discounts and transactions. Consumers want brands to go the extra mile to connect with them, and more than 75 percent of consumers say consistent customer experiences and customer service improve their likelihood to do business with a brand. This shift requires brands to build loyalty across the entire customer experience, in close partnership with forward-thinking experience and commerce agencies, using human design principles.

"We are now in the experience economy era where marketing is all about the consumer. Marketers are faced with rising media acquisition costs, along with labor and supply chain concerns, that may lead to customer churn," said Chris Wayman, EVP, Experience and Commerce at Merkle. "Successful brands have made the shift from a simple loyalty program to an overarching loyalty experience, greatly improving business outcomes. Our Loyalty Barometer Report not only shows the state of consumer sentiment and preference today, but also offers clear insights on how brands should implement important changes to their marketing strategies."

For years, brand loyalty has been treated as a siloed marketing program; however, as consumers seek unique and personalized experiences that represent their values, brands need to create a loyalty experience across marketing, sales, product, and customer service.