Unlocking the Secrets to Creating Loyal, Repeat Customers

Exploring What Truly Drives Customer Loyalty

In our latest webinar, Stuart Russell, Plinc’s Chief Strategy Officer, shared findings from our recent consumer survey on what makes customers loyal and how brands can foster repeat business. Watch the video below to hear Stuart’s insights, or, if you’re short on time, read on for a quick summary of the key takeaways.

Beyond Rewards: What Do Consumers Expect for Their Loyalty?

Customer expectations aren’t static, and loyalty today involves deeper, more meaningful engagements. Stuart began with insights into how customer preferences have shifted, showing that loyalty now extends beyond rewards to recognition and resonance. Consumers want to feel seen, and this requires thoughtful personalisation, with brands focusing on repeat engagement rather than one-time interactions.

Key Insights from Our Consumer Survey

Our latest survey with 2,000 UK consumers provides a window into what drives loyalty and how brands can respond:

1. Personalisation Drives Retention: Three out of four customers are more likely to stay loyal when they experience personalised interactions, affirming that customisation is a must-have in loyalty strategies.
2. Generational Nuances Matter: While Gen Z and Millennials gravitate towards brands that align with their values, Boomers respond more strongly to loyalty programmes that offer straightforward rewards.
3. Finding the Communication Sweet Spot: Many consumers, particularly older demographics, are sensitive to communication overload. Striking the right balance in how often brands reach out can greatly influence loyalty.

These findings help us address questions such as, Are we focusing on the right things to build true loyalty? and When does personalisation become future-proofing?

Plinc’s Customer Future Value Metric

Toward the end of the session, Stuart introduced an exciting new approach at Plinc: Customer Future Value (CFV). Unlike traditional metrics, CFV is forward-looking, leveraging continuous data to predict and shape future customer behaviour. This advancement empowers marketers to move beyond Customer Lifetime Value, allowing for strategic planning that reflects where each customer relationship is headed.

Discover More from the Report

To deepen your understanding and put these insights into action, watch the full webinar above and download our comprehensive report, “One More Time: Creating Loyal, Repeat Customers.” Whether you’re refining your CRM strategy or seeking fresh ways to connect, our research can help validate and inspire your next steps.

Thank you to everyone who joined us live. For those who couldn’t attend, we hope this recap gives you a taste of the actionable insights we covered. Here’s to building customer connections that last!