Loyalty Report 2020

Updated: Dec 29, 2021

In 2019, more than 200 participants from Germany, Austria, Switzerland, Spain and Ukraine took part in the survey. Of these, around 50 participants provided information on the key performance indicators (KPIs) of their bonus programmes. These are data that cannot be found anywhere else. Despite the mass of bonus programs, there is hardly any publicly accessible information worldwide on best-practice benchmarks, even less on central program KPIs.


  • Loyalty programs are widely used - every second company has one in place

  • Top program goals are strengthening customer loyalty (retaining customers) and expanding the share-of-wallet (developing customers)

  • Points-based programs are still the most popular types of programs

  • Programs cover up to 50% of company turnover (ᴓ penetration rate)

  • Healthy programs have high activity and redemption rates (> 50%)

  • Programs are increasingly proliferating in social media

  • Chat is leading the trend towards digital communication channels

  • Net Promoter Score is becoming more important in measuring loyalty programs


Compared to the little available standard studies on loyalty program metrics, the present Loyalty Report provides the framework for defining the current status and for designing appropriate recommendations for one's own loyalty marketing.

The full report can be ordered and downloaded here: https://service-excellence-cockpit.ch/en/offer/loyalty/



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