Leaders in Customer Loyalty, Powered by Loyalty360 #460: 2025 State of Customer Loyalty Report (Part 1) | Leaders in Customer Loyalty: The CEO's Desk
How Customer Loyalty Is Shifting in 2025 | CEO’s Desk with Mark Johnson
In this episode of The CEO’s Desk, Loyalty360 CEO Mark Johnson unpacks key insights from the 2025 State of Customer Loyalty Report, including year-over-year trends, strategic shifts, and executive sentiment around loyalty programs.
Why did the number of brands planning loyalty program overhauls drop from 79% in 2024 to 64% in 2025?
What’s driving a 10-point increase in executive support for loyalty?
What does “operationalizing loyalty” really mean—and how are brands doing it?
We explore the realignment of priorities among leading brands, including:
The decline in reward innovation and the rise of personalization
Growing executive buy-in and enterprise-wide support for customer loyalty programs
Challenges with brand partnerships, gamification, and integrating new technologies
The shift away from broad acquisition tactics toward deepening value for existing members
Whether you’re a loyalty marketer, brand strategist, or CX leader, this conversation offers tactical insights and strategic context to help you optimize loyalty performance in a changing landscape.
📝 Don’t miss next week’s episode, where we dive into team structures, loyalty KPIs, and how high-performing brands are measuring success.
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