SAP Emarsys research has produced the Customer Loyalty Index (CLI), and the Business Loyalty Index, at SAP Connect, revealing a growing “loyalty recession,” as both consumers and businesses move away from traditional forms of loyalty.
The research defines and measures loyalty, with descriptions and definitions such as:
- ‘Trend Loyalty’: consumers driven by social media hype and real-time cultural moments.
- ‘Adaptive Loyalty’: how businesses choose to respond to competitors, supply chain shifts, geopolitical changes, and AI trends.
- ‘Strategic Loyalty’: long-term commitment based on trust, shared goals, and mutual values.
- ‘True Loyalty’: customers who return consistently without incentives.
Apparently True Loyalty for consumers has stalled in the UK for the first time ever.
“This is a huge opportunity for brands,” said Sara Richter, CMO at SAP Emarsys.
“Loyalty today is shaped by shifting values, external pressures, and fast-moving trends. The brands that win will be those that embed loyalty into the core of their business – using AI to personalise at scale, connecting engagement with operational systems, and responding to customer signals with relevance and speed. In a world where loyalty is earned in real time, success depends on being ready to act fast and build trust through every interaction.”
