Welcome to the most comprehensive European Customer Loyalty Benchmark

How does your loyalty program stack up to the competition? Spend 15 minutes with our interactive assessment tool to find out — and identify strengths and opportunities for improvement.

Are these questions bothering you:

  • Am I using the right type of program?
  • Are the costs of our program higher or lower compared to the competition?
  • Are our program participants passive or active compared to other programs?

If so, and you want to know the answers to those questions then join our customer loyalty benchmark!

By participating you benefit a lot, as you get

  • a check if your current set of KPIs is complete
  • a management report with benchmarking figures


  • The respective questions are primarily addressed to customer loyalty managers.
  • Participation in the survey is free of charge.
  • The loyalty related survey will take approximately 10-15 minutes to complete. As always, your answers will be treated anonymously and will be exclusively displayed in the cockpit. The other participants only see average market and peer group data.
  • In order to get meaningful data and a sound benchmark basis, just register and join us

You can register here

Abstract of the results from the first Loyalty Report 2018:

  • More than 200 participants from Germany, Austria, Switzerland, Spain and Ukraine  took part in the survey. Of these, about 50 participants provided input on specific loyalty marketing KPIs.
  • Despite the ubiquity of programs, there is hardly any public accessible information on best practice benchmarks or key performance indicators (KPIs) for loyalty programs.
  • Healthy programs have high activity and redemption rates (> 50%)
  • Programs should cover up to 65% of company turnover (penetration rate)
  • Main objectives of loyalty programs: