Nurture connections with

Elevated Loyalty

Cultivate meaningful and long-lasting customer lifetime value

Connecting in a way that puts the customer first, always.

We go beyond traditional loyalty programs. Today, true loyalty is the outcome of all a brand's experiences.

Elevate your loyalty experience with cutting-edge services, offerings and business models that align brand values with customer wants and needs.

Enabled Through Rationality

Demonstrate value throughout the value proposition which is convenient, accessible and functional

Connected Through Community

Meet the true human need to belong, and cultivate a lasting sense of togetherness and community

Engaged Through Emotion

Build meaningful, deep-rooted loyalty through key emotions such as honesty, trust and belonging

Empowered Through Purpose

Align experiences with core values and empower people to act with purpose and meaning

50%
of respondents said that whether a brand's values align with their personal values was an important factor in their brand loyalty

Source: Capgemini Customer Loyalty Survey, November 2023; N= 2054 across 5 countries: US, UK, France, Germany and Japan

Let's get started

a new membership philosophy - a new membership philosophy - a new membership philosophy - a new membership philosophy - a new membership philosophy - a new membership philosophy - a new membership philosophy - a new membership philosophy - a new membership philosophy -

01.

From Consumptive to Regenerative

Customers expect brands to address critical global issues and give back to people, planet and society. Brands must break the paradigm that loyalty drives unnecessary consumption, instead designing every new member experience to go beyond just reversing damage, and instead begin to shape a regenerative future.

Enabling more conscious decision-making
Rewarding sustainable behaviors and choices
Encouraging life-long circularity
Creating a movement for consumer purpose

of respondents

had favorable attitudes towards AI and its role in creating evolving, unique experiences for consumers

Source: Capgemini Customer Loyalty Survey, November 2023

02.

From Fragmented to Holistic

Traditionally, loyalty programs can be fragmented and disconnected from a brand's core experiences. Future membership offerings must be holistic and embedded across all touchpoints, acting as a golden thread that comprehensively addresses a broad spectrum of customer needs.

Connecting experiences across channels
Activating experiences throughout the ecosystem
Supporting customer data sharing and transparency
Empowering new business models and strategic growth

of respondents

stated that a connected, omnichannel loyalty experience was an important factor to make them loyal to a brand

Source: Capgemini Customer Loyalty Survey, November 2023

03.

From Static to Adaptive

With new technologies, brands will be empowered to deliver outstanding, hyper-personalized customer experiences with the scale, speed and consistency that consumers have grown to expect. As table stakes evolves, brands can leverage generative AI to quickly and impactfully adapt to changes in context, customers and channels.

Conversational customer journeys and engagement
Dynamic content and proposition generation
Elevating storytelling through personified brands
Evolving hyper-personalized experiences

of respondents

had favorable attitudes towards AI and its role in creating evolving, unique experiences for consumers based on sharing data and engagement behavior

Source: Capgemini Customer Loyalty Survey, November 2023

04.

From Individual to Collective

Brands that can create meaningful shared experiences for customers, and that can integrate community into new business initiatives, can benefit from serving the core human need to belong, while empowering their members to have a greater impact as part of a collective.

Co-creating with members and partners
Driving impact through community
Advocating for organic connection
Mobilizing new marketplaces for growth

of respondents

stated that they are more likely to buy from a brand if it makes them feel like they belong to a community

Source: Capgemini Customer Loyalty Survey, November 2023

Ready to elevate your loyalty offering?

Make membership and loyalty more meaningful. Make it matter.

Bringing it to life

Podcast

Building the Future of Loyalty

Hear from Aaron Mitchell, LEGO's Global VP of Membership and Personalization, and Christopher Baird, frog's Global Head of Loyalty, as they discuss creating long-lasting relationships between brand and consumer.

Our Experts & Leaders

As part of the global Capgemini organization, we draw on an unparalleled breadth of knowledge to partner at scale with uncompromising quality.

It's vital to revisit what it means to be truly loyal—to a community, to a purpose, to family and friends, to one's values—and focus on that to create lifetime value.

Christopher Baird

Global Head of Loyalty

frog, Part of Capgemini Invent
UK

Organizations can drive growth by shaping regenerative, personalized and collective human connections.

Steve Hewett

Vice President

frog, Part of Capgemini Invent
UK

Focus on turning customer relationships into customer capital, shaping customer behaviors to serve as a profitable value lever.

Julien du Tertre

Senior Director, Growth Strategy & Innovation

frog, Part of Capgemini Invent
France

Differentiated offerings for customers and consumers with more purposeful and meaningful outcomes are critical to success.

Dr. Sophie König-Rutt

Director, Consumer Products, Retail & Distribution

frog, Part of Capgemini Invent
Germany

Boost your business growth and cater to the ever-evolving needs of customers through an elevated loyalty experience.

Rahul Gill

Director, Head of Client Services & Program Delivery

frog, Part of Capgemini Invent
India

There is a need to bring humanity back into the loyalty conversation, thinking of members as people, not just as consumers.

Anshul Rastogi

Program Manager, CX & Business Growth Strategy

frog, Part of Capgemini Invent
India

Leaders in loyalty are the ones who shape new customer connections and evolve rational choices into lovable experiences.

Simona Audino

Director, Design

frog, Part of Capgemini Invent
Italy

Brands must look beyond traditional programs and use the power of brand and purpose to connect with customers more effectively.

Maaike Slagter

Director, Retail & Consumer Products

Capgemini Invent
Netherlands

Focus on drawing together a community of people that are invested in your brand and want to see it grow. Elevated Loyalty is your second skin, not a sales program.

Kelley Kugler

Director, Strategy & Innovation

frog, Part of Capgemini Invent
USA

Find a way to craft a balance of experiences that leaves lasting impressions and emotions; it's not always just about points, cashback, coupons or miles.

Thierry Kok

South East Asia Lead

frog, Part of Capgemini Invent
Singapore

It's important to put deep human connection before commercial strategy, driving long-lasting change and real impact on behavior.

Bruno Garcia

Loyalty Strategist

frog, Part of Capgemini Invent
UK

Placing people at the center of the experience is the only way to inspire genuine recommendations and meaningful connections.

Elena Herrero Díaz

Manager, Customer Experience & Loyalty

frog, Part of Capgemini Invent
Spain

By leveraging advanced technology and data, we can create relevant loyalty experiences that not only retain customers, but also turn them into brand advocates.

Steven Talevski

Senior Manager, Customer Transformation

frog, Part of Capgemini Invent
Australia

A well-crafted loyalty program isn’t just a nice-to-have; it’s a strategic imperative—elevating customer loyalty translates directly into sustained business growth.

Nick de Blasio

Director, Head of frog Switzerland

frog, Part of Capgemini Invent
Switzerland

The key to a successful loyalty offering lies in its ability to seamlessly integrate into the customer’s daily life, making every interaction meaningful and rewarding.

Lisa Boström

Senior Manager, CX Transformation

frog, Part of Capgemini Invent
Sweden

Get in touch

Ready to elevate your loyalty offering?

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