Loyalty Programs That Actually Work: A SAP CX Perspective

Customerland

What happens when traditional loyalty programs fail to deliver real value? In a world where 57% of US consumers no longer demonstrate true brand loyalty, businesses must fundamentally rethink what it means to create lasting customer relationships.
Meghann York, Global Head of Product Marketing at SAP CX, takes us deep into the shifting loyalty landscape with fresh insights from the Global Customer Loyalty Index. The days of simple "buy-get-points-buy-more" programs are fading as consumers—particularly Gen Z—demand authentic connections that align with their values and deliver genuinely personalized experiences.
We explore the stark reality that only 17% of consumers feel truly valued by brands, revealing both a challenge and massive opportunity for forward-thinking businesses. From the decline of "inherited loyalty" to the rise of value-based brand relationships, Meghann unpacks what today's consumers really want: experiences that recognize them as individuals, respect their privacy, and reflect their personal values.
The most fascinating insights come when examining Gen Z's loyalty red flags (irresponsible data use, excessive marketing) and green flags (immersive apps, memorable experiences, relatable influencers). As Meghann explains, "This is a very empowered generation...they know what good looks like and they're going to expect that."
Whether you're struggling with customer retention or looking to build more meaningful brand relationships, this conversation provides actionable insights on creating loyalty programs that deliver real value in an age of endless consumer choice. Ready to transform how your customers feel about your brand? This episode is your roadmap to loyalty that lasts.

Customerland is a podcast about Customers. How to get more of them. How to keep them. What makes them tick. We talk to the experts, the technologies and occasionally, actual people – you know, customers – to find out what they’re all about.

So if you’re a CX pro, a loyalty marketer, a brand owner, an agency planner … if you’re a CRM & personalization geek, if you’re a customer service / CSAT / NPS nerd – you finally have a home.

Chapters

1. The Failure of Traditional Loyalty Programs (00:00:00)

2. Introduction to Megan York and SAP CX (00:00:30)

3. Understanding the SAP CX Portfolio (00:03:20)

4. Shifts in Consumer Loyalty Behaviors (00:05:01)

5. Value-Based Loyalty vs Inherited Loyalty (00:09:44)

6. Making Customers Feel Truly Valued (00:17:31)

7. Understanding Gen Z's Loyalty Red Flags (00:22:06)

8. Green Flags: How to Win Gen Z's Loyalty (00:30:08)

9. Closing Thoughts on Brand Relationships (00:39:33)