There are five types of loyalty but only two are growing - Interview with Sara Richter of SAP Emarsys

Today’s podcast is with Sara Richter, CMO at SAP Emarsys, a leading omnichannel customer engagement platform provider. Sara joins me today to talk about customer loyalty, the findings emerging from the 2024 edition of their Customer Loyalty Index (CLI) report, the five different types of loyalty that marketers and CX professionals should be thinking about, and what brands should be doing to engender (true) loyalty with their customers.

This interview follows on from my recent interview – Harnessing the contact center’s potential as a real-time data gold mine – Interview with Suvi Lindfors of Netigate – and is number 533 in the series of interviews with authors and business leaders who are doing great things, providing valuable insights, helping businesses innovate and delivering great service and experience to both their customers and their employees.

NOTE: Today’s episode is sponsored by Qualtrics, ahead of X4 2025: The Experience Management Summit, which is taking place in Salt Lake City on March 18th-20th. It’s set to be an unforgettable event designed to empower you and your organization in leveraging Experience Management (XM) to enhance customer and employee satisfaction, reduce operating costs, and achieve remarkable breakthroughs. There, you will hear about some of the best customer experience programmes from industry leaders and companies, including Autodesk, Ford, USAA and Hilton. Find out more and register now at the Qualtrics website.