Loyalty Services PEAK Matrix® Assessment 2024

Building customer retention and loyalty is essential for businesses seeking to cultivate long-term customer relationships and stay relevant in a competitive market. With abundant consumer choices and minimal switching costs, nurturing customer loyalty is vital for sustainable growth. Modern loyalty services now encompass consulting, program design, partner management, partner onboarding, and content and campaign management, creating a comprehensive services ecosystem.

As enterprises focus on building customer loyalty, providers are offering gamification, tiered loyalty systems, and tailored program designs to boost member engagement and satisfaction. With the rise of next-generation technologies, including generative AI, these providers are now delivering personalization on a larger scale, enhancing the overall customer experience.

In this report, we analyze 14 loyalty service providers’ capabilities and position them on the Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants.