Capegemini has published findings from its research dealing with customer loyalty. The findings reveal what drives brand loyalty, and how to cultivate it.

Here are key findings:

  • Consumers’ emotions play a critical role in determining which brands they are loyal to.
  • Executives and consumers have very different perceptions of how well brands make emotional connections.
  • While emotions have the strongest correlation to loyalty, rational benefits do play an important part.
  • Emotionally engaged consumers spend more on brands they are loyal to.

The Capegemini team says, “Our research shows that emotions play a far greater role in creating true brand loyalty than current approaches recognize. Building meaningful, deep-rooted loyalty means thinking less about points and rewards and more about driving emotional engagement. The leaders in this field create loyalty through propositions that are more holistic and rooted in experiences. They engage consumers both rationally and emotionally”.

Loyalty Deciphered—How Emotions Drive Genuine Engagement


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