US loyalty program memberships are on the rise, but loyalty program features appear to be falling short of consumers’ expectations. Recent data from COLLOQUY.com indicates that only a minority of US survey respondents are satisfied with the quality of the overall program features they consider to be most important. The same pattern applied to respondents in other countries, too: fewer than half of the respondents in Brazil, India, Turkey and Singapore voiced their satisfaction with loyalty program benefits.
As an example, the study looks at one benefit: earning rewards points and/or miles quickly. While roughly 6 in 10 respondents across the 5 markets consider this to be an important feature in the program they participate in most often, satisfaction with this benefit tended to fall into the minority, at 46% among American respondents. Read the rest at MarketingCharts.
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