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Inside the 2025 State of Customer Loyalty Report: Part 2 | CEO’s Desk with Mark Johnson
Welcome back to The CEO’s Desk with Loyalty360 CEO Mark Johnson! In Part 2 of our deep dive into the 2025 State of Customer Loyalty Report, we explore how brands are operationalizing loyalty, building internal alignment, and translating strategy into measurable business impact.
What’s behind the drop in personalization as a strategic priority—even as it's still the top area of program enhancement?
Why are more brands reporting enterprise-level insights and improved engagement metrics?
Is the growing confidence in loyalty programs justified, or is it the result of confirmation bias?
In this episode, we unpack:
🔹 Why brands are prioritizing fewer loyalty objectives and focusing on execution
🔹 The growing importance of tech stack optimization and data orchestration
🔹 How brands are using loyalty as a performance engine—not just a marketing tool
🔹 The increase in loyalty team sizes and internal Centers of Excellence
🔹 Predictions on where personalization, partnerships, and innovation are heading by 2026
As loyalty programs evolve from add-ons to strategic assets, tune in to hear how brands are setting new benchmarks for impact, insight, and integration.
📌 Missed Part 1? Watch it now to explore foundational trends and shifting executive mindsets
🔗 Download the full 2025 State of Customer Loyalty Report at Loyalty360.org
👉 Subscribe for expert takes and actionable strategies from today’s loyalty leaders
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