Medallia’s report on the state of brand loyalty explores how customer loyalty is formed, maintained, and lost. Loyalty exists on a continuum, with most customers feeling somewhat loyal but few claiming to be very loyal. Key loyalty drivers include product quality, positive customer experiences, and how companies treat employees. Loyalty programs influence brand choice but raise service expectations. Loyalty is fragile—one poor experience can lead to permanent brand abandonment. The report urges companies to rethink loyalty as dynamic and to invest in consistent, high-quality experiences to foster long-term relationships.

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