Improving data collection is the top strategic priority for loyalty programs as they look to increase engagement and customer revenue.

Experian Data Quality, a part of Experian Marketing Services and a leading provider of data quality software and services, today announced the release of a new research study, Driving customer loyalty.

The study finds that while the majority of organizations have a loyalty program to drive retention and revenue, most programs have issues with low registration and poor data quality.

“Customers are more empowered than ever before, and organizations have increasingly less control over consumer shopping behavior,” said Thomas Schutz, senior vice president and general manager for Experian Data Quality.

“Driving a positive customer experience through loyalty programs is extremely important in this environment, but without compelling offers and accurate customer data, these programs won’t be as effective.”

Experian Data Quality’s research also found that:

• Ninety-one percent of companies have a customer engagement or loyalty program
• On average, individuals can sign up for a loyalty program in 2.15 different channels
• The most popular method for tracking loyalty success is through customer retention, which 63 percent of companies monitor
• Improving data collection is a focus for 64 percent of organizations in the year ahead

“With a quarter of information in databases believed to be inaccurate, it is vital that companies work to improve the quality of information coming through the loyalty registration process,” added Schutz.

“Otherwise, they will lack the insight and customer contact data needed to successfully execute these programs.”

To obtain a copy of Driving customer loyalty from Experian Data Quality, please visit HERE.