Top 2025 Customer Loyalty Statistics CX Professionals Need to Know

These customer loyalty statistics will inspire you to rethink your customer experience and employee experience strategies to deliver even stronger business outcomes.

How is the loyalty landscape changing? Medallia teamed up with our partner Ipsos, the industry-leading global market research and consulting firm, to get insights straight from the source: CX leaders and experts. Together, we surveyed over 800 practitioners across sectors, including financial services, retail, healthcare, and more. 

We also asked our industry experts, who help oversee customer experience programs for the world’s biggest brands, about what stood out to them the most from these new findings. Here are the top four customer loyalty statistics they highlighted from the report that they say customer experience (CX) teams need to know about. 

The full report, Beyond Transactions: The Shifting Dynamics of Customer Loyalty, is packed with even more insights about the true value of customer loyalty, where brands excel (and fall short), the critical role of employee and customer experience management in shaping loyalty, how loyalty programs fit in, and the trends shaping loyalty’s future.

4 Customer Loyalty Statistics That Will Change How You Think About Customer Experience

1. An overwhelming majority of CX professionals agree (86%) that customer loyalty will increase in importance as a business metric.

Nearly all of our participants (87%) say that investing in loyalty initiatives delivers a return on investment and nearly all (97%) agree that loyalty is a driver of overall success. 

Medallia’s Vice President and Executive Advisor for Financial Services, Judy Bloch, who has led CX initiatives at Sprint, Citi, and UMB, says this finding is noteworthy because it aligns to a key objective of brands across industries and within the financial services sector in particular: achieving “primacy.”

When this happens, companies, such as retail banks, become a customer’s go-to, or primary, choice for meeting a particular need. Primacy is the ultimate goal because once this level of customer loyalty is earned, it’s “sticky,” she explains. It can be fostered and retained over a customer’s lifetime.

“For instance, in retail banking, think about how much effort is involved to move your primary checking account, especially if you have had it for years,” she says. “The magic really happens, however, when brands are able to combine ‘sticky’ products with a great experience. Without the experience component, we could debate if primacy is indeed a loyalty indicator — too many banks stop short, knowing there is a high barrier of change.”

2. The top three issues that fuel customer churn are related to product quality, price, and interactions with unhelpful or unfriendly staff. 

When we asked CX practitioners the most common reasons why customers may stop doing business with a brand, one factor that may not be top of mind for brands stands out: the experience of interacting with a company’s employees. 

“This underscores the pivotal role of the employee experience in shaping customer loyalty,” says Geoffrey Ryskamp, Vice President and Executive Advisor for Hospitality at Medallia, who has over 20 years of experience in hospitality and has held leadership roles with Hilton Worldwide, Marriott International, and more. “By prioritizing your employees’ experiences, ensuring they feel valued, motivated, and engaged, they are more likely to provide exceptional service, creating a ripple effect that enhances customer satisfaction and fosters loyalty.”

Our 2024 report, The State of Brand Loyalty: Demystifying what makes your customers loyal, revealed similar findings. For example, 61% of consumers cited having friendly employees as one of the top elements of a brand’s customer experience that plays a big role in loyalty. 

3. More CX practitioners say that quality (88%) and experience (85%) drive customer loyalty compared to price (70%).

Once again, our latest customer loyalty statistics illustrate how experience is an influential aspect of the brand that companies need to carefully consider and optimize — perhaps even more so than the price of products. 

“From a healthcare standpoint, this really highlights the opportunity for patient experience leaders to focus on the fundamentals that contribute to delivering meaningful interactions for patients — including clinical excellence and exceptional communication,” says Amber Maraccini, Vice President and Executive Advisor for Healthcare at Medallia, who has held experience leadership roles at Renown Health and worked as a clinical assistant professor at the University of Nevada.

4. Customer experience professionals say the #1 way to drive customer loyalty is by collecting customer feedback. 

While brands may put more resources behind things like offering personalized offers, proactively engaging customers who have lapsed to get them to come back, and using popular channels like social media to foster a loyal fan base, none of these make it to the top of the list when it comes to boosting customer loyalty. According to our survey takers, gathering customer insights is what has the greatest impact. 

While most organizations with loyalty programs (81%) say they use their program database to collect customer feedback, brands have an opportunity to do more with this data. 

“When asked how customer feedback is used, only 48% indicate that they ‘close the loop with dissatisfied customers,’” says Kim Palenik, Vice President and Industry Executive Advisor for Telecom and Media at Medallia, who spent 20 years of her career working in CX for Verizon. “This is surprising since closing the loop is a foundational element of CX programs, and even enables organizations to personalize experiences and establish an emotional connection to the brand.”

Get More Insights from the 2025 Report

Companies that hone in on what really matters — including measuring and optimizing experiential factors like the customer and employee experience — have what it takes to achieve primacy (that is, become “sticky” for the customers), deter churn, and fuel their organizations’ overall business success. 

Check out the complete report, Beyond Transactions: The Shifting Dynamics of Customer Loyalty, to discover even more 2025 customer loyalty statistics that will reshape your customer experience strategies.