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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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🔗 Learn more at Loyalty360.org

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