Скачать или смотреть Driving Business Growth by Harnessing the Convergence of Consumer & Business Loyalty

In this episode of Experience Matters, our series focused on customer experience, employee experience, and everything in between, host Shelly Kramer, principal analyst at Kramer&Co, sits down with Sara Richter, CMO of @SAP Emarsys, to discuss groundbreaking research on customer loyalty that should be a wake-up call for every organization. The findings reveal that while 73% of consumers claim brand loyalty, 52% will switch after just one negative experience — and B2B buyers now have identical expectations.

We explore insights from SAP Emarsys's recently published research studies: the Customer Loyalty Index 2025 and B2B Buyer Loyalty Index 2025, examining why loyalty has become so fragile, how consumer and business buyer expectations have converged, and why AI-powered personalization is no longer optional for building lasting customer relationships.

Here's what's changing:

B2B and B2C loyalty have completely converged
70% of B2B buyers exhibit "default loyalty" (staying only because switching is hard)
95% say a supplier's AI use positively impacts their loyalty
67% switched suppliers due to lack of innovation

Business buyers now expect:
→ Personalized experiences across every channel
→ Real-time responses and engagement
→ Consistent service quality
→ Value demonstrated in every interaction

The research backs this up: 70% of B2B buyers switched providers because things were "too hard" with insufficient support.

Your enterprise customers are consumers too. They know what good CX looks like. And they won't tolerate anything less just because they're buying software instead of sneakers.

Bottom line, the old playbook is dead. Loyalty is no longer a program—it's a business growth strategy earned moment by moment.

Watch the full interview to understand how AI-powered personalization has become non-negotiable for building lasting relationships.

KEY TOPICS DISCUSSED:
The Fragility of Loyalty
00:00 Introduction
01:15 The real cost of commoditization
02:03 Sara Richter's career backstory
05:05 Customer expectations for digital experiences
07:34 Why loyalty is widespread but thin
AI, Automation & Personalization
10:17 The role of AI in loyalty programs
13:05 Trend loyalty and viral marketing
15:28 The loyalty fragility paradox
18:10 SAP's differentiated approach to CX
ESG & Values-Driven Loyalty
22:27 Does ESG impact customer loyalty?
24:25 Balancing values with price sensitivity
B2B Buyer Loyalty Insights
25:19 Key findings from B2B Buyer Loyalty Index
28:42 The loyalty illusion in B2B
31:57 Transactional vs. emotional engagement
36:22 Moving from transactions to relationships
Looking Forward
40:22 The SAP & WalkMe partnership
42:34 How AI will reshape loyalty programs
45:47 Closing thoughts

RESOURCES:

SAP Emarsys Customer Loyalty Index 2025, Get the full research report here: https://emarsys.com/learn/white-paper...
SAP Emarsys B2B Buyer Loyalty Index 2025, Get the full research report here: https://emarsys.com/learn/white-paper...

If you're responsible for customer experience, marketing, or business growth, this conversation offers actionable insights on navigating modern loyalty challenges. Subscribe for more conversations on CX, technology, and business transformation.

If we're not yet connected on LinkedIn, please find and connect with me here:   / shellydemottekramer  

#CustomerExperience #CustomerLoyalty #B2B #AI #Marketing #SAPEmarsys #CX #BusinessStrategy #b2bbuying #b2bcustomerexperience #loyalty, #SAP