24 Customer Loyalty Quotes That Are Sure To Inspire Your Loyalty Marketing

Anja Zschoernig

Written by Anja Zschoernig

December 01, 2020 | Reading Time: 10 Minutes

As marketers, the best way for us to improve our skills is to learn from others. So in order to give you a helping hand, we’ve compiled 24 customer loyalty quotes that will maximize the results of your loyalty marketing efforts. These quotes include:

  • Important customer loyalty statistics
  • The benefits of customer centricity & customer loyalty
  • Words of wisdom from important loyalty marketing experts
  • Customer loyalty best practices

24 Customer Loyalty Quotes To Take Your Loyalty Program To The Next Level

Our goal with this article is to ensure that you have the utmost success for your Customer Loyalty initiatives. Now, let’s take a deep dive into these 24 customer loyalty quotes!

Customer Loyalty Quote #1

“Loyalty leaders increase their revenues about 2.5 as fast as their industry peers and deliver two to five times the shareholder returns over the next 10 years.”

Source: Harvard Business Review | Rob Markey | Customer Experience Futurist, Senior Contributor


Leadership teams with a focus on customer loyalty, retention, and satisfaction bring in more top and bottom line business growth largely because their effort is directed at forming a long-term bond with their highest value customers. In many cases, this is much more cost effective than focusing on acquiring new customers.

Customer Loyalty Quote #2

“It costs 5 times more to win a new customer than to keep an existing customer.”

Source: Harvard Business Review | Fred Reichheld | Author & Inventor of Net Promoter Score

“The success rate of sales to an existing customer is at 60-70%, while the success rate of sales to a new customer is only 5-20%.”

Source: Study by Marketing Metrics


Not only is it easier to generate sales from existing customers, it also costs less. This is a clear indicator of why keeping customer loyalty at the forefront is often advantageous for boosting overall business performance.

Customer Loyalty Quote #3

“Mature brands derive over 85% of their growth from their most loyal customers.”

Source: KPMG International | Matt Hamory & Katherina Black | Trading Economics


Especially if you are a mature brand your loyal customers will be THE core driver for your company’s growth and success. Keeping them as the focal point of your marketing, CRM and CX efforts from the start therefore is an absolute necessity.

Customer Loyalty Quote #4

“When a consumer is loyal to a brand, 86% will recommend it and 46% will remain loyal even after a bad experience.”

Source: KPMG International | 2019 Customer Loyalty Survey 


Referrals and word of mouth marketing are the most effective and efficient type of marketing you could ever ask for! Happy customers are more likely to share their experience with others as well as stick with a brand over the long run, even if times get tough. As a result, this has a cyclical effect on business performance as a whole.  

Customer Loyalty Quote #5

“Loyalty programs are a top five tactic amongst enterprises in terms of value delivered.”

Source: Gartner | Leading Research and Advisory Company


Which tactic should you invest in to drive your business performance? We all have a specific budget and need to identify those tactics that are the most likely to deliver a high ROI. According to Gartner, a loyalty program should definitely be part of your priority list! Why? Ohhh there are SO many reasons, but here are our top five:

  • State-of-the-art Loyalty Programs help you deeply understand your customers through holistic 360° customer data.
  • With this data on hand, you develop the hugely important business success factor “customer centricity” by personalizing and continually optimizing your brand and customer experience.
  • Loyalty Programs give you access to a huge array of targeted incentive mechanisms and data-based loyalty marketing tools to drive exactly the customer behavior you seek!
  • Loyalty Programs enable you to delight your customers by systematically rewarding them for your desired customer behavior (spend, brand advocacy, and more). This creates a win-win situation: satisfied, loyal customers who in turn become your most profitable business success levers.
  • Loyalty Programs help you stand out from your competition by giving you an additional USP (Unique Selling Proposition) that means a convincing reason why your customers choose you in the first place and continue to do so!

Customer Loyalty Quote #6

“There is only one boss. The customer – and he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”

Source: Sam Walton | Founder of Walmart & Sam’s Club


In today’s modern age of endless choices, customers have much more power – simply by the fact that they choose when and where they open their wallet and who they talk about favorably online. As a business, the only way to succeed is to continually satisfy customers – and do so in a way that’s superior to your competitors. To keep it short: customer centricity is key in today’s business world!

Customer Loyalty Quote #7

“If you are not taking care of your customers, your competitor will.”

Source: Bob Hooey | Sales Success Coach and Award-Winning Author


Customer satisfaction is no longer an option – it’s an absolutely essential part of each and every business. So, if you want to keep your customers with you instead of competitors, you have to find a way to provide even more value than they do.

Customer Loyalty Quote #8

“When the customer comes first, the customer will last.”

Source: Robert Half | Personnel Service Provider for Specialists and Managers


When businesses prioritize customer satisfaction and loyalty, they create relationships with customers that develop into “stickiness.” You need to give your customers the best possible reasons to choose you over and over again. If you consistently and successfully do so, you can instill habits and drive sustainable customer retention.

Customer Loyalty Quote #9

“A customer is the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.”

Source: Kenneth B. Elliott | Vice President in Charge of Sales for The Studebaker Corporation


We sometimes get so caught up in our daily work that we forget for who we do this for first and foremost. It can happen to any business and even any marketeer. However, no business would exist without customers. We create businesses to serve them, never the other way around. This is why customer centricity is and will remain integral to business success. If you lose track of your customers as a key focal point of your business, rest assured, the next competitor is already around the corner and will steal them away in the blink of an eye!

Customer Loyalty Quote #10

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”

Source: etailment.de | Jeff Bezos | Founder of Amazon


It’s likely that you have a fond memory attached to the feeling of hospitality and excitement that you experienced as a guest at an awesome party! For customers it’s no different – as businesses, we should strive to make customers feel wonderful, appreciated, excited, entertained, inspired and satisfied through every single interaction with our brand! This makes it highly likely that our “party” not only has many returning visitors (loyal customers), but also goes through the roof in popularity as happy guests spread the word!

Customer Loyalty Quote #11

“Customer Loyalty is a 24-hour proposition, 24/7. It’s not a part-time job.”

Source: Jonathan Moyo | Politician


The mindset behind customer loyalty should always emphasize “permanence”. We have to keep showing up consistently and provide unique value in order to retain our relationships with our customers from the beginning and for every day after that.

Customer Loyalty Quote #12

“You don’t earn loyalty in a day. You earn loyalty day-by-day.” 

Source: Jeffrey Gitomer Author & Business Trainer 


In the same manner that we develop loyalty in our private relationships over time, it also takes time for customers to become loyal to our brand. Soit’s our responsibility as a business to consistently give back and earn that loyalty from our customers. 

Customer Loyalty Quote #13

“Customer loyalty is worth investing time, resource and technology in. Analyzing customer needs and collaborating with them to create new propositions and business models is proven to improve customer lifetime value. In an age when consumers are increasingly likely to share positive experiences online, your customers could become your most powerful advocates.” 

Source: KPMG International | The Truth About Customer Loyalty 


Now why exactly is customer loyalty such an important topic to invest inKPMG summarizes this beautifully by touching on some of its crucial benefits: 

  • Investing in customer loyalty helps increase customer lifetime value, which in turns improves your top and bottom line (in loyalty marketing terms, Customer Lifetime Value (CLV) refers to the quantitative measurement of the value a customer brings to your business while they remain your customer (based on historical and projected purchases). It is a highly useful metric, both as quantitative objective to strive for and as a tool to gear marketing efficiency and spend). 
  • Investing in customer loyalty helps drive the most effective form of “advertising” you can ever imagine: word of mouth marketing by customers who are so satisfied with you that they happily refer your brand 
  • Investing in customer loyalty helps you stay on top of the game by using both customer data analysis and active involvement of your loyal customers in the business innovation and continuous optimization process (such as customer feedback, surveys and focus groups).    

Customer Loyalty Quote #14

“In the age of Big Data, the loyalty program is fundamental for companies wanting to achieve a customer-focused approach.” 

Source: Chiefmarketer.com | Andy Wood | Managing Director GI Insight 


In the age of information technologycustomer data is the most powerful tool in a company’s arsenal. A loyalty program enables access to the all the essential customer data you need, because customers volunteer to share it in exchange to the benefits of their loyalty program membership. Plus, they even often expect that their data is stored and processed so that they receive the most relevant promotions and communication for them.   

Of course, you also need the right tech stack to make use of this data in goal-driven manner! Want to find out how? Contact our Loyalty Experts to learn more 

Customer Loyalty Quote #15

“Loyalty schemes very elegantly induce customers to happily and voluntarily share all data of their purchases and interactions with the brand, delivering that essential gold for your customer insight & CRM.” 

Source: Anja Zschörnig | Customer Loyalty Expert & Head of Marketing at Loyalty Prime 


For businesses, customer data is a gold mine for business optimization along all of the 4 famous “Ps” of marketing (product, price, promotion, place)With a loyalty program you unlock exactly that gold mine – and the best part: it will continuously grow itself! When customers see the value in your loyalty program, they sign up and are happy to share detailed information on all their interactions with you as they receive something great in return!  

But not only that. You can also actively incentivize your members to share detailed further information about their demographic background for example, their experience with your brand, their ideas for innovations and product development and so much more!  

Want to learn more about how to make use of the customer data gold mine with a loyalty programContact our Loyalty Experts today

Customer Loyalty Quote #16

“51% of consumers claim that most companies don’t meet their expectations for great experiences.” 

Source: State of the Connected Customer Report 2018| Salesforce 

“The #1 reason customers switch to a new brand is feeling unappreciated.” 

Source: New Voice Media 

“82% of Gen K, 85% of Millennials, 84% of Gen X and 80% of baby boomers say the loyalty program has enhanced their experience of the brand.” 

Source: Loyalty 2020 Report Rare Consulting 


With so many choices in front of us, consumers today not only want a good product or service, they also expect a great brand experience. When the concept of customer centricity is put at the heart of your business through a loyalty program, that becomes the perfect method for giving customers that feeling of appreciation and the unique experience they’re searching for. 

Customer Loyalty Quote #17

4 out of 5 people are more likely to engage with a brand that offers incentives.” 

Source: Loyalty 360 


While discounts are of course a typical incentive used by companies to drive sales, there are a huge variety of much better incentives that encourage customers to purchase again – without deteriorating your pricing strategy! This is where a customer loyalty program comes into playa loyalty program gives you access to a plethora of great data-driven incentives that very effectively AND efficiently make customers come back for more – over and over again!  

Customer Loyalty Quote #18

“76% of consumers surveyed confirm that they increase their spending when they are part of a company’s loyalty program.” 

Source: The Truth About Customer Loyalty Report | KPMG International  


Amongst the many benefits of customer loyalty programs are definitely the increase in customer spends they can successfully drive. The customer psychology behind it is simple: as you reward members for their loyalty, you give them a convincing reason to give you a larger share of their wallet. A true win-win for you & your customers!   

Customer Loyalty Quote #19

“Done well, loyalty programs can help drive more frequent visits and heavier purchasing. More than 72% agree that, all other factors equal, they’ll buy from a retailer with a loyalty program over one without.” 

Source: Global Retail Loyalty Sentiment Report | Nielsen  


Loyalty programs have an enormous potential to become a key driver of your business success driving your financial KPIs such as revenue, purchase frequency and average basket size. But, we cannot agree more on this with Nielsen, this only holds true if they are done well! Want to find out more on how to design a highly successful loyalty program? Then we recommend our in-depth guide on this!  

Customer Loyalty Quote #20

“52% of customers say that loyalty programs are one key reason they choose specific retailers or brands.” 

Source: Shopper Story 2020 | Criteo 


If you have two similar products in front of you and one offers you rewards and one doesn’t, it’s clear which one you’d choose to purchase. That is exactly the mindset that customers have and why they choose one brand other another. A loyalty program gives your brand a whole new USP (Unique Selling Point). 

Customer Loyalty Quote #21

“69% of consumers say choice of retailer is influenced by where they can earn customer loyalty/rewards program points.” 

Source: Invespcro.com 


When it comes to the retail industry in particular, Points Rewards Programs are one of the most popular and successful types of loyalty programs in existence – especially if combined with other loyalty program types. Offering points or other virtual currency rewards to customers is worthwhile both in terms of profitably driving transactional behavior (purchases) and non-transactional behavior (such as social media engagement or referrals). 

Want to learn more about Points Rewards Programs? Then we suggest reading our in-depth guide here! 

Customer Loyalty Quote #22

“Redefined Customer Loyalty Programs (RCLPs)” are loyalty programs that have re-invented themselves to cater to today’s business needs. RCLPs: 

  • Enable company-wide, goal-oriented customer centricity, customer experience management and loyalty marketing based on comprehensive customer data 
  • They also sustainably drive customer satisfaction, retention, advocacy and desired spend behavior.   
  • As a result of this powerful combination, RCLPs produce sustainable marketing and business success as measured by revenue, growth and profit KPIs. 

Source: Christoph Straub | Customer Loyalty Expert & CEO at Loyalty Prime


Although loyalty programs have been in existence for decades, their sophistication and value they provide for businesses have developed immensely. Wondering whether a “Redefined Customer Loyalty Program” can drive your business successDownload our whitepaper to learn more!   

Customer Loyalty Quote #23

While a “Redefined Customer Loyalty Program” (RCLP) is usually initiated and driven by one specific department to begin with, the success of its framework often inspires a company-wide transformation process towards true data-driven customer centricity and customer experience excellence.” 

Source: Claudia Scharf | Certified Loyalty Marketing Professional (CLMP) & Director Customer Success at Loyalty Prime 


Customer Centricity is without doubt one of the keys to business success in todays highly competitive markets. RCLPs are an amazing tool to drive data-based customer centricity, not only for the department running it, but for your whole company! Curious to find out more? Download our whitepaper 😊!  

Customer Loyalty Quote #24

“Customer loyalty is not a task to get done but an art to be mastered. Great loyalty program software platforms understand this fact and are built so that mastering this art becomes a walk in the park.” 

Source: Anja Zschörnig | Customer Loyalty Expert & Head of Marketing at Loyalty Prime 


Truly excelling at customer loyalty is a combination of art and science. But the good news is there is a shortcut to master this: Loyalty Program Platform that functions as your loyalty marketing engine! When you choose the right Loyalty Platform provider, you get the combined value of many loyalty experts with the scalable power of automated loyalty marketing and customer loyalty processes. Curious how Loyalty Prime can help you become a Loyalty Master? Contact us to find out    

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About The authors

Anja Zschoernig

Anja Zschoernig

Head of Marketing | Loyalty Prime

With her 10+ years of experience in the loyalty industry as well as in digital product management and marketing, there is no question for Anja: excellently set-up customer loyalty programs, motorized by the right tech stack, make the heart of every data-driven marketer sing! As Loyalty Prime’s Head of Marketing, she loves to inform and inspire about the great possibilities of powerful customer loyalty programs and Loyalty Prime’s award-winning technology!