frog：2025新忠诚度：品牌兑现个性化承诺之道研究报告（英文版）（18页）.pdf

1、Published by frog,part of Capgemini InventDelivering onthe promise ofpersonalizationNew LoyaltyCHAPTER 1 03 2024:the worst customer experience in a decade for US consumers CHAPTER 2 07 The unfulfilled promise of personalizationCHAPTER 3 08 Loyalty programs:the default stand in for personalizationCHA

2、PTER 4 10 What defines new loyalty?CHAPTER 5 11 Using new loyalty to deliver true personalizationCHAPTER 6 15 The loyalty bar has been raised2024 stood out as one of the toughest years in recent memory for US consumers.Consumers want to be known and understood by brands,but instead,Forresters 2024 C

3、ustomer Experience(CX)Index revealed that Americans are enduring their lowest quality customer experience in a decade,with the cross-industry CX score dropping to its lowest level since 2016.12024:the worst customer experience in a decade for US consumersSince the pandemic,economic factors have driv

4、en brands to shift their focus to cost reduction.With leaner times and smaller budgets,many personalization initiatives were reduced to little more than a game of conversion optimization,driving customer outcomes that have now been proven to have reduced brand loyalty.The CX Index was designed to ev

5、aluate how well brands deliver experiences that build and maintain customer loyalty.It serves as a predictor of whether brand interactions are meeting the standards needed to retain consumers,grow their spending and inspire brand recommendations to friends and family.The index is measured across thr

6、ee dimensions:EffectivenessHow effectively does a brand meet customer needs?EaseHow easy was it to work with the brand?EmotionHow did interacting with the brand make the customers feel?NEW LOYALTY 3After cumulative scores hit a high in 2021,they have steadily declined year-on-year with brands failin