TH SALESFORCE STATE OF MARKETING, 9 EDITION 31 05 Loyalty Data Gets Synced, Loyalty Data is Powerful — If It’s Easy to Access But Functionality Lags Across Touchpoints Extent Loyalty Data Is Integrated Across Departments When customers provide more data, they 1% expect better experiences. It’s a simple 78% trade, but when it comes to loyalty, marketers are falling short. Only 39% say Fully integrated across all functions their customers get full loyalty program Integrated with some functionality across touchpoints. 41% but not all functions Not integrated While internal data integration is relatively 58% Don't know strong, the underlying issue may be connecting all the channels where customers engage. On average, consumers engage with companies across 8 channels.* Extent Customers Can Use Loyalty Program Functionality Across Touchpoints With diverse touchpoints, consolidating and 9% synchronizing data becomes increasingly complex, leading to fragmented experiences 78% instead of seamless access to the benefits that Accessible and usable customers expect. 39% across all touchpoints Accessible and usable across some touchpoints Accessible and usable on one touchpoint 52% *Salesforce State of the Connected Customer, August 2023.