05 78% 78% Extent Loyalty Data Is Integrated Across Departments Extent Customers Can Use Loyalty Program Functionality Across Touchpoints 58% 39% 41% 9% 1% 52% Fully integrated across all functions Accessible and usable across all touchpoints Don't know Integrated with some but not all functions Accessible and usable across some touchpoints Not integrated Accessible and usable on one touchpoint S A L E S F O R C E 31 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N Loyalty Data is Powerful — If It’s Easy to Access When customers provide more data, they expect better experiences. It’s a simple trade, but when it comes to loyalty, marketers are falling short. Only 39% say their customers get full loyalty program functionality across touchpoints. While internal data integration is relatively strong, the underlying issue may be connecting all the channels where customers engage. On average, consumers engage with companies across 8 channels.* With diverse touchpoints, consolidating and synchronizing data becomes increasingly complex, leading to fragmented experiences instead of seamless access to the benefits that customers expect. Loyalty Data Gets Synced, But Functionality Lags Across Touchpoints * Salesforce State of the Connected Customer, August 2023.