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Home /Sales & Marketing /True Customer Loyalty Just Fell From 34% to 29%, the Sharpest Drop the Index Has Ever Recorded
Intel Wire

True Customer Loyalty Just Fell From 34% to 29%, the Sharpest Drop the Index Has Ever Recorded

Intel Wire · Sales & Marketing · September 21, 2026
29% TRUE CUSTOMER LOYALTY IN 2025, DOWN FROM 34%

The SAP Emarsys Customer Loyalty Index found true loyalty (customers who’d stay even if a competitor offered something better) fell from 34% to 29% in 2025, the first decline in five years and the biggest single-year drop the index has recorded. Discounts and promo codes are increasingly what’s actually holding customers in place, not the brand itself.

Source: SAP Emarsys: Customer Loyalty Index, 2026 →