New research shows U.S. brands need to identify which customers to prioritize when looking to build deeper loyalty

More than half (52%) of U.S. consumers are ‘silently loyal’ to brands — regularly purchasing from them while never recommending them publicly. That’s according to the latest research from SAP Emarsys Customer Engagement.

The SAP Emarsys Customer Loyalty Index (CLI), surveying more than 4,000 U.S. consumers, revealed so called ‘silent loyalty’ increased among U.S. consumers from 50% in 2022 to 52% in 2024.

Unsurprisingly, it can be hard to know why a silently loyal customer keeps coming back, but these silent customers deserve to be nurtured. According to SAP Emarsys research, 53% of customers have left a brand due to just one bad experience.

“Recognizing the value of ‘silently loyal’ customers is essential for brands aiming to build lasting relationships,” said Sara Richter, Chief Marketing Officer at SAP Emarsys. “AI empowers marketers to deliver personalized experiences that ensure these customers remain loyal for life. By focusing on delivering an optimal customer experience – ensuring availability and convenience – brands can nurture these loyalists without disturbing their quiet commitment, ensuring they always feel understood and valued.”

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One brand who exemplifies attracting this type of ‘silent loyalty’ is Feel Good Contacts (FGC). While the one-stop-shop for affordable eyewear’s prescription glasses customers are likely to be vocal brand advocates, its contact lens customers are often silently loyal consumers forming a stable foundation of their business through consistent repeat purchases. Shoppers will quietly and consistently return for essential products like contact lenses without necessarily recommending them publicly.

“By identifying these different customer types, brands can deliver personalized experiences that work for the individual,” said Nimesh Shah, Chief Operating Officer at Feel Good Contacts. “They can nurture the ‘silently loyal’ customers with a consistently excellent service while engaging vocal advocates with relevant content, offers, and products.”

The SAP Emarsys platform is infused with AI, which empowers the marketing team at FGC to identify which customers to prioritize for building deeper loyalty. By reaching these customers on the right channels, creating personalized, two-way interactions, and tailoring messages to individual needs, SAP Emarsys enabled FGC to achieve nearly a quarter (24%) of its monthly orders through its mobile app.

“This targeted approach for each different loyalty type, creates genuine, one-to-one connections, helping brands better understand and meet their customer’s needs,” Shah continued.

The importance of silently loyal customers cannot be understated. It is well documented that acquiring a new customer can cost up to five times more than retaining an existing one. These silent loyalists—who repeatedly purchase without seeking attention can form the foundation of a brand’s revenue. They require minimal effort to maintain if brands focus on delivering perfect customer experiences that leave no room for dissatisfaction.

To learn more about how brands like FGC are using customer loyalty, dive into SAP Emarsys’ 2024 Customer Loyalty Index.

SAP Emarsys Customer Engagement, is the omnichannel customer engagement platform that empowers marketers to deliver personalized, AI-driven omnichannel campaigns that build loyalty and grow customer lifetime value.SAP Emarsys partners from global enterprises to fast-moving mid-market brands across dozens of industries.

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SAP Emarsys is purpose-built, empowering marketers to:

• Personalize content and deliver real-time relevant engagements on any channel
• Use AI-powered insights to drive customer growth
• Scale marketing practices through a flexible platform and partner ecosystem
• Use AI to scale and refine campaigns, based on first-party data
• Build trust, loyalty, and lasting customer relationships
• Make smart, quick decisions with data-driven insights and analytics
• Produce measurable results that drive predictable and profitable growth

Established in 2008 by qualified optometrists, UK-based, Feel Good Contacts is one of the leading online suppliers of discounted contact lenses, contact lens solutions, glasses, prescription sunglasses, designer sunglasses and eye care products operating across the UK and Ireland. Rated ‘Excellent’ by 60k+ Trustpilot users, Feel Good Contacts is also the only UK company to offer this discounted, one-stop shop service through an easy-to-use mobile app.