Customer loyalty is facing a fundamental change. Traditional loyalty programs are increasingly under pressure, while data-driven personalization, community building, and the intelligent use of technology set the tone. But what does this mean specifically for companies – and where do the greatest opportunities lie? In a brief interview, Daniel-Jan Girl, Managing Director of DGMK GmbH, explains which developments really matter in 2025 and why real relationships are more important than ever.
1. Mr. Girl, we talk a lot about AI and personalization – what do you consider the most important trends in customer loyalty for 2025?
Daniel-Jan Girl: Customer loyalty is evolving rapidly. In 2025, data-driven personalization and the use of Artificial Intelligence will be at the forefront. Companies are using AI to better understand their customers’ behavior and create tailored offers in real-time. This leads to a stronger emotional connection and significantly increases customer loyalty.
2. How is the understanding of loyalty currently changing across industries?
Daniel-Jan Girl: Loyalty programs are transforming from mere reward systems to comprehensive experience concepts. Today, customers expect more than just points or discounts; they seek genuine appreciation and individual attention that provides real added value through their usage behavior – even in comparison to other customers and users. Companies that recognize and implement this now create sustainable relationships and clearly differentiate themselves from the competition.
3. What role does technology play in implementing modern loyalty strategies – and where does real innovation begin for you?
Daniel-Jan Girl: Technology is the enabler of modern loyalty strategies. Real innovation begins where technology is used to create personalized and relevant customer experiences intimately. The use of AI also makes it possible to predict customer needs and proactively address them. It’s important that people remain at the center and technology supports the relationship, not replaces it. Companies that are now properly positioned digitally can use their lead and build a significant competitive advantage through AI extensions.
4. What mistakes do you still frequently see when companies want to rethink customer loyalty?
Daniel-Jan Girl: A common mistake is the isolated use of loyalty programs without integration into the overall strategy. Often, there’s too much focus on short-term incentives instead of building long-term relationships. Companies should ensure that their loyalty strategies are authentic and offer real added value, rather than just communicating transactional benefits.
5. And finally: If you had one wish for the marketing year 2025 – what would you wish for?
Daniel-Jan Girl: I wish that companies would become bolder in taking new approaches to customer communication. More willingness to experiment, openness to innovative technologies, and a stronger focus on building real relationships would benefit marketing in 2025. After all, customers also want to be part of new developments and are happy to be available for this.
