40 Amazing Customer Loyalty Statistics in 2022

ByGoran
February 04,2022

As we start out the third decade of the 21st century, the disruption levels in all aspects of the retail industry have never been higher. The old world is rapidly giving way to new and emerging ideas, while consumers are enjoying more and more power. 

Never before have people had this much influence on what others will buy or use, which makes customer retention and loyalty more important than ever.

All the latest customer loyalty statistics, however, show that holding on to your existing customers while attracting new ones is becoming increasingly difficult. In an era of plentiful great choices, the quality of the product is becoming less and less impactful compared to the quality of customer service and user recommendations. 

Here’s the deal:

The internet has allowed many businesses and products to become successful without ever investing into advertising. Instead, they rely on word-of-mouth recommendations. This is why established brands are starting to reward customers for their advocacy in addition to the traditional loyalty programs. 

What this means is: 

Customer actions, such as referring friends, sharing posts, and creating content are becoming more and more important to the brand itself. 

To help paint a better picture of the current state of the relationship between the retail industry and its customers, we dug deep into the available statistics and research to bring you over 40 of the most incredible customer loyalty statistics in 2022.

Consumer Loyalty Statistics - Editor’s Choice

  • 82% of companies agree that retention is cheaper than acquisition.
  • 75% of consumers say they favor companies that offer rewards.
  • 56% of customers stay loyal to brands which “get them.”
  • 65% of a company’s business comes from existing customers.
  • Increasing customer retention by just 5% boosts profits by 25% to 95%.
  • 58% of companies pursue personalization strategies for customer retention. 

Most Important Statistics about Customer Loyalty

About 80% of businesses still rely on email marketing to assist with maintaining their client retention rate.

(Emarsys)

The same research done by Emarsys lists organic search and paid search at spot two and three on the list, with social media trailing right behind. These statistics clearly show the true importance of keeping your business visible on the internet at all times.

The probability of selling to an existing customer is 60-70%.

(Altfeld)

The research shows existing customers are much more valuable than new prospects. In fact, loyalty statistics data proves that the probability of selling a product to a new customer stays at a low 5-20%,

The Pareto Principle shows 80% of your profits come from just 20% of customers.

(Forbes)

Vilfredo Pareto’s 80/20 principle works amazingly well with sales and marketing, even a hundred years after its discovery. This means that, by studying the top 20% of your customers, you can work out how to attract similar people and increase your future profits.

58.7% of internet users believe earning rewards and loyalty points is one of the most valued aspects of the shopping experience.

(eMarketer)

This was the second most common answer, only below “Quick and easy checkout” in the same product loyalty research, which stood at a high 83%. Rewarding customers for their loyalty in a meaningful way should therefore be one of the top priorities of any business.

87% of Americans are willing to have various details of their activity tracked in exchange for more personalized rewards and brand experiences.

(Bond)

This correlates with a sharp increase in people’s openness to being observed. And it will lead to a completely new age of brand loyalty. Younger generations are increasingly willing to share more and more of their life with the world, and the trend doesn’t seem likely to slow down any time soon.

Over 70% of consumers are more likely to recommend a brand if it has a good loyalty program.

(Bond)

Loyalty program statistics and trends show how essential these services are for brands and businesses around the world. So much so that 77% of people are more likely to continue using a brand’s services if it has a loyalty program.

95% of loyalty program members want to engage with their brand’s program through new and emerging technologies.

(Bond)

People are very interested in engaging with brands through Virtual Reality, Augmented Reality, chatbots, wearables, biometrics, and so on. This very much indicates that following the latest emerging technologies trends and integrating them with your brand can prove to be extremely valuable.

56% of programs employ game mechanics in their loyalty programs.

(AP News)

Adding features that are commonly found in games, like virtual rewards and goal-setting, can almost double the levels of customer enjoyment. If customers feel like they are working towards a goal or a reward, they are more likely to stay loyal to a brand and invest even more money into its products.

72% of US adults belong to at least one loyalty program.

(Oracle)

The research also found that loyalty program members on average belong not just to one, but to nine different ones across multiple industries. Two thirds of these loyalty programs come from high-frequency businesses like groceries and drugstores.

77% of brands could disappear, and no one would care.

(Vivendi)

This figure represents a 3% increase compared to the customer loyalty research from just two years ago. Some of the most prominent brands are still being cherished, but most of the others are quite simply dispensable.

Brands which are meaningful and viewed as making the world a better place outperform the stock market by 134%.

(Vivendi)

As more and more users reward brands and companies that share their personal values, brand activism will continue to rise in importance. That’s why we’re seeing a sharp increase in politicized ads across all industries.

75% of consumers expect brands to make more of a contribution to their well-being and quality of life.

(Havas)

Of all those people, only 40% actually believe brands are contributing to their overall quality of life. This brand statistics research shows there is a huge opportunity for smarter businesses to attract new customers and keep them loyal to their brand.

56% of US consumers are not confident that brands have their best interests in mind when they use, share, or store their personal data.

(Acquia)

Privacy is slowly but surely becoming the priority issue for customers in the US. It is no surprise then that over 78% of people surveyed believed that brands should not be able to use their personal data to market different things to them.

Nearly 50% of customers in the US say brands don’t meet their expectations.

(Acquia)

This customer loyalty study found a great discrepancy between how customers and marketers view the quality of customer experience. Almost two thirds of buyers surveyed could not even recall the last time a brand exceeded their expectations, while a staggering 87% of marketers believed they deliver an engaging customer experience.

60% of brand-created content is failing to deliver.

(Havas)

The majority of consumers think many world-leading brands create only clutter content that has little impact on their lives. Having actual quality content will prove to be a huge advantage in coming years.

69% of US consumers say customer service is very important when it comes to their loyalty to a brand.

(Microsoft)

All branding statistics from the research done by Microsoft show just how powerful customer service can prove to be for any business out there. It also serves as a word of caution to those businesses that disregard the importance of customer service.

54% of consumers say they’ve had at least one bad customer service experience in the last month.

(HubSpot)

Bad and annoying experiences with customer service often lead consumers to switch brands, which is made even worse by the fact that people are more willing than ever before to abandon one brand for another.

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Revenues for businesses that prioritize customer service rise 4-8% above their market.

(Bain)

All retention stats like this one show how a superior customer experience helps to improve people’s loyalty to a business. Your satisfied customers will make more purchases and even serve as promoters who make recommendations to their friends, making them extremely valuable.

69% of US marketers believe technology has made it harder for them to offer customers personalized experiences.

(Acquia)

At first glance, a statistic like this one seems strange, as people assumed technology would resolve these issues. A deeper look, however, reveals a growing concern that the levels of personalized experiences that customers demand are not something they can achieve with current technology.

Satisfied US customers will share their positive experience with 11 different people.

(Business Wire)

Americans share a lot of their positive and negative customer service experiences with others. In fact, customer satisfaction statistics show the average American consumer is even more likely to tell 15 others about a negative experience they had with a business.

81% of Americans say businesses are meeting or exceeding their expectations for service.

(Business Wire)

In 2014, this number was at 67%, which indicates that US businesses have realized the advantages that quality service offers. In fact, seven out of ten consumers say they spend more money with a business that delivers great service.

77% of consumers say they stayed loyal to specific brands for 10 years or more.

(InMoment)

Customer brand loyalty is big even for millennial consumers. Despite their relatively young age, they already have long-term relationships with brands at the rate of 60%. People grow to love certain brands due to the quality of products and service. They often go out of their way to buy from them.

90.2% of US consumers feel equally or more loyal to a brand than they were a year ago.

(Yotpo)

Acquiring new customers has been steadily getting harder. This trend shows brands have recently started pushing for loyalty as a way to offset the costs of customer acquisition.

55.3% of consumers stay loyal to a brand because they love the product.

(Yotpo)

If you’re ever wondering what is the most direct cause of customer loyalty, this is the one answer that’s always been true. Having a great product is still the most important thing for customer brand loyalty. Similarly, offering a poor quality product remains the top reason why customers abandon the brand. 51% of people cite this very reason, while only 23.5% of loyal customers abandon brands because of poor customer service.

In 2018, the top three brands by customer loyalty were Amazon, Google, and Apple.

(Brand Keys)

These giant digital brands stay on top by building loyalty through different types of products. In fact, loyal customers are six times more likely to use the same brand if they start selling a product in a whole different category from the one that they started with.

69% of US consumers do not trust advertisements.

(HubSpot)

While trust in businesses erodes, trust in family, friend, and colleague recommendations keeps growing. Third-party websites that rate and review businesses are also increasingly used for getting further information about their practices and service quality.

93% of consumers are more likely to make repeat purchases at companies with excellent customer service.

(HubSpot)

Repeat customer statistics prove that people appreciate great service and will gladly recommend it to those close to them. This makes quality of experience the main driver in brand growth for any type of business, big or small.

74% of millenials will switch to a different retailer if they receive poor customer service.

(Business Wire)

This number is high, but it is also significantly lower when compared to gen X and baby boomer consumers, where an estimated 86% and 85% would leave after one bad customer service experience.

90% of US consumers prefer national brands to store or local brands.

(Business Wire)

The biggest categories consumers are loyal to on the national level are electronic devices at 79%, apparel and footwear at 65%, and health and beauty products at 59%.

More than 50% of Americans have cancelled a purchase because of bad service.

(Business Wire)

Customer retention statistics additionally show 33% of US consumers consider abandoning a business and switching to a competitor after just one instance of bad user experience.

50% of US consumers have left a brand they were loyal to for a competitor that better met their needs.

(HubSpot)

It is of great importance not to get too comfortable and risk falling behind, even when your business has amassed a great number of loyal customers. Everything in the world is rapidly evolving, so consumer expectations and standards are constantly becoming higher and higher.

37% of consumers feel they need at least five purchases to consider themselves loyal to a brand.

(Yotpo)

All brand loyalty statistics indicate that customers are reacting to the push from businesses to increase their lifetime value by requiring multiple positive purchase experiences to consider themselves loyal. A third of people will say they are loyal customers after three purchases, while only 12% will consider themselves brand-loyal after two.

61% of consumers think surprise gifts and offers are the most important way a brand can interact with them.

(AP News)

Other top answers from the research are a more convenient shopping process at 50%, solving a problem or a question at 45%, and recommending products based on needs at 27%.

77% of consumers say they favor brands that ask for and accept customer feedback.

(Microsoft)

The same research found that 68% of consumers will view brands more favorably if they offer or contact them with proactive customer service notifications. Loyalty program stats like this one show an engaging brand is a loved brand.

Globally, 67% of consumers feel like customer service is improving.

(Microsoft)

The research also showed people from around the world still prioritize live-agent support. What’s more, the main reason for customer frustration at 30% is not being able to reach the support staff.

A billion dollar company will earn $775 million over three years on average due to quality customer experience.

(Experience Matters)

The biggest correlation between customer experience and increased earnings is with billion dollar software companies, which can make $1 billion over three years with dedication to quality service.

48% of people expect specialized treatment for being a good customer.

(Accenture)

Consumers increasingly demand tailored experiences to maintain brand loyalty and will abandon businesses that lack personalization. A third of people surveyed said they left a brand for that exact reason, which shows the potential for revenue that customized services really have.

Businesses lost $75 billion in revenue due to poor customer service in 2018.

(Forbes)

This represents an increase of $13 billion compared to the research done in 2016 and shows the true importance of customer retention. Businesses are already responding to this trend by starting to prioritize customer service over product quality and price.

86% of customers say an emotional connection with a customer service agent would make them continue to do business with the company.

(Forbes)

The same study found that only 30% of customers felt companies made that connection with them in 2018. People are increasingly comparing a business to the best service they had, no matter the industry. This pushes companies to focus increasingly on customer service.

65% of customers aged 18-34 feel social media platforms are an effective channel for customer service.

(Microsoft)

The research revealed a wide gap between younger and older people, with customers over 55 having a completely different outlook on social media platforms. 75% of them believed those platforms are not viable for customer service.

Final Words

The statistics we compiled here show the true importance of customer loyalty. All trends point to an industry that is bound to continue experiencing huge changes and even bigger challenges.

While the quality of product and service is more important than ever, customer satisfaction can make or break almost any business. So, companies that fall behind on technological innovation are bound to be forgotten.

As the number of quality competitors gets higher and higher, there will be fewer chances to come back from a business or a PR mistake. Never before has there been such a focus on emotion, virtue, and personal values as there is today. Reputation management services are a useful tool in maintaining a positive image of your brand online.

Here’s the bottom line:

Brands that have to navigate the increasingly politicized society are going to tread carefully. The customer loyalty statistics we presented clearly show one misstep now costs more than many companies are prepared to pay.

People are increasingly willing to abandon and change brands when there are multiple quality solutions out there. What’s more, the future is only going to get more complex with the emergence of new, disruptive technologies.

Sources

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Call centers are an inescapable element of running almost every customer-centric business. Regardless of whether you are offering a product or a service or using a call center to market them, you need to provide a line of communication with your customers.  Not all support and call centers actually require a phone line. Call center statistics show that the industry has moved online to a large degree, and many other trends are emerging as companies strive to provide a better customer experience.  Let’s see some of the most important stats about the call center industry in 2022. Call Center Industry Statistics - Key Findings The global market value of call centers is estimated to reach $496 billion by 2027. 87% of employees in call centers report high-stress levels at their job. The contact center software market will be worth $149.58 billion by 2030. Businesses lose approximately $75 billion yearly because of poor customer service. 35% of customers want customer support agents to help them resolve issues in one interaction. General Call Center Operation Statistics Call centers are an essential industry nowadays, especially as many people turn to customer support. After all, the world has made a significant shift toward performing most of its daily life online. So let's check some of the most important stats about this industry. The global market value of call centers is estimated to reach $496 billion by 2027. (Report Linker) Research suggests that the industry's value will keep increasing at a projected CAGR rate of 5.6% between 2020 and 2027. In-house call center solutions have a 5.5% projected growth rate during the same period, while outsourcing will grow by 5.9%. In 2020, US call centers accounted for 29.49% of the global call center market. (Report Linker) The overall global market was valued at $339.4 billion in 2020, with the US share at approximately $100.1 billion in 2020. Other notable markets worldwide were China, Japan, Canada, and Germany, all with strong growth estimates.  Almost a quarter of all call centers in the US made less than $250 million in 2020. (Statista) 24%, to be precise. 13% earned more than $25 billion. 4% made between $15 and $25 billion, while 19% earned anywhere from $5 to $15 billion, and another 19% made between $1 and $5 billion. The contact center software market will be worth $149.58 billion by 2030. (Grand View Research, Inc) According to call center statistics for software, the industry's market size is $28.09 billion in 2022, up from $23.9 billion in 2021. If it continues following the estimated CAGR of 23.2% between 2022 and 2030, it should reach a staggering $149.58 billion by 2030. In 2020, US call center businesses employed 2.83 million people. (Statista) The number of employees in the call center businesses grew steadily from 2014 when 2.51 million people worked in this industry. This trend changed in 2020, though, which saw a drop in the number of employees in the contact center industry compared to 2019’s 2.92 million. Businesses lose approximately $75 billion yearly because of poor customer service. (Forbes)  Based on research in NewVoiceMedia’s 2018 “Serial Switchers” report, Forbes announced in 2018 that many customers were abandoning companies due to poor customer service. Recent research conducted by Salesforce shows that 91% of customers will make another purchase at the same company after a good customer service experience.  In comparison, 70% said they would not buy a product from a company with long wait hours for customer support. If your company is struggling with similar issues, consider investing in call tracking software. Call Center Stats on Customer Satisfaction  Customer support is an essential part of providing a quality service, and companies need to pay close attention to customer satisfaction in this area. The following stats tell us more about customer preferences regarding call centers and support. 77% of customers appreciate proactive customer service. (Zippia) On top of wanting instant support, customers also expect customer representatives and sales reps to anticipate their needs and address them accordingly. Companies that can do that are much more popular with customers. 76% of customers prefer using different support channels depending on context. (Salesforce) According to the call center analysis by Salesforce, email is still the most popular customer support channel, followed by phone and in-person support. Online chat and mobile apps take fourth and fifth place, respectively. 78% of customers don’t like support agents that sound like they are reading from a script. (Zippia) Personalized sales and support communication has been the key for a while now. 52% of customers expect custom-tailored offers at all times, and 66% want the companies “to understand their unique needs and expectations.”  This is no small feat, especially for the largest call center companies serving thousands of customers. Ensuring your company uses good call center software is only half the battle. You’ll still need quality support agents who can convince your customers that their needs are important to your company. 50% of customers believe that the customer service and support from most companies need a major overhaul. (Salesforce) While half of the customers expect better customer support, 60% agree that companies need to improve their trustworthiness, and 55% think companies should work more on their environmental practices. Statistics show that companies focusing on “making the world a better place” always do well. Surprisingly, improving the product was ranked lower, as was using better technology and working on the overall business model. 35% of customers want customer support agents to help them resolve issues in one interaction. (Microsoft’s 2020 Report) Quick problem resolution should be one of the most important call center metrics. Over a third of customers in a Microsoft survey from 2019 said that resolving issues in one interaction should be a priority for the customer support team. 31% claimed that getting a knowledgeable agent is the most important, and 20% said that not having to repeat the same information is crucial. The latter seems like a growing problem, as more than half of customers felt that the departments providing support are not always in sync.  These are definitely the key call center metrics that every company should pay attention to. 92% of consumers hesitate when buying a product if it has no customer reviews. (Fan & Fuel) Worse still, 35% might not buy a product at all after reading just one negative review. According to Zendesk, word of mouth is also extremely powerful: 95% of customers will tell others about a bad experience, and 87% will share good ones.  Unfortunately, another survey shows that 79% of consumers who shared their poor online experience with customer support got ignored. Companies making this mistake should consider hiring a good reputation management service, as it will help improve their sales in the long run. Must-Know Information About Call Center Workers Despite the push toward automatization, live agents are still the pillars of any good customer support team. Here are some stats about the call center workforce. There were approximately 286,696 call center agents employed in the US in 2021. (Zippia) The majority of call centers are located in Texas, or more specifically in Dallas and Houston. The average age of a call center employee is 40 years. Furthermore, 67.2% of all agents are women, while 27.9% are men. 87% of employees in call centers report high stress levels at their job. (Cornell University) Handling customer requests every day is not an easy job. Customer support agents are typically the first line of defense against angry customers, leading to very alarming call center stress statistics. 80% of agents experience angry customers blaming them for things out of their control.  Undefined expectations, lack of incentives, and boredom with mundane, repetitive tasks cause agents to be miserable at work, which, in return, translates into poorer customer experience stats across the board. The average salary of a call center employee is $27,765 per year. (Zippia) Salaries for new agents start at around $20,000 per annum. Those of the 10% top-performing agents can go up to $36,000 or more. The turnover rate for call center agents is over 40% globally. (ICMI) (Mercer) When these call center turnover statistics are compared to the 22% average turnover rate across all industries in the US, it’s easy to see that job satisfaction levels in call centers are troublingly low. Companies need to look into ways of making the job less stressful for their employees and using modern technologies such as AI bots to help facilitate communication with customers. Call Center Technology Trends Good implementation of modern technologies is essential for improving call center statistics and metrics. Let’s check how big of a role software plays in customer support these days.   90% of businesses that use it find live chat software helpful for streamlining call center operations.  (Zippia) According to Zippia’s findings published in December 2021, 29% of all businesses and 61% of those in the B2B sector already use live chat software. 32% of businesses are implementing CRM systems to boost sales and enhance customer relationships. (Zippia) Customer Relationship Management software has an excellent track record of increasing customer engagement. Unfortunately, according to customer service and call center metrics, only a third of businesses make use of it currently. Considering that 31% of customer support teams think that their companies see their work as an expense rather than an opportunity to increase sales, this is not all that surprising. 87% of global organizations that implemented AI did so believing it would give them an advantage over the competition. (Statista) According to Statista, almost 90% of the organizations that implemented AI did so to keep up with the competition, while only 63% did so due to customer demand. Pressure to reduce costs was also a major factor (72%), along with the ability to move into new business spheres (78%). In 2020, 37% of all messages to brand social media accounts were related to customer service issues. (Sprout Social) (Statista) However, most messages (59%) were positive, as customers wished to express their happiness with an excellent experience they’ve had with the brand.  Call center statistics show that in 2020, 75% more customers used  Instagram to message businesses, while Facebook saw a 20% growth in this category. If you are considering implementing social media into customer support options, keep in mind that 18% of customers expect an immediate response; it might be worth investing in social media management tools to help your support team out.
By Vladana Donevski · April 11,2022

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