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How Customer Loyalty Is Shifting in 2025 

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