A study* conducted by Tenerity in partnership with Kantar deciphers the new behavior of French people with regard to loyalty and customer engagement programs. On average, the majority of French people do not have or use loyalty programs offered by banks, insurance companies, telecom operators and energy suppliers. For example, “only 40% of French people use a loyalty program with their bank and among them 85% are satisfied with it” the study tells us. The same is true for insurance, where 39% of customers say they have a loyalty program, 82% are satisfied with it, and telecom operators, where 38% of customers benefit from it and 82% are satisfied with it. Finally, for energy suppliers, only 30% of customers say they benefit from a loyalty program and 80% of them are satisfied with it The majority of French people (58%) say that their telecom operators are the most able to offer them a loyalty programme. Slightly less than half of respondents (42%) have the same expectations for their bank as well as for their energy supplier (40%). Regarding insurance, around a third of respondents (34%) believe that they would be legitimate to offer them a loyalty program. While these loyalty programs are still underdeveloped among these players, according to the study “the French say they are ready to change providers if a competitor offers them a better loyalty program“. Nearly two-thirds of respondents (69%) are ready to change telecom operator for this reason. This intention is shared by customers of energy suppliers, of whom more than half (60%) are ready to turn to a competitor if loyalty programs are more advantageous.57% of respondents say they are ready to change banks and 58% of respondents to take out another insurance policy for the same reason.In all sectors, the French The vast majority say they are ready to commit longer with a brand if it rewards their commitment.In particular young people, 85% of 18-34 year olds would commit longer with their bank if it offers them a loyalty program These loyalty programs are also a way for these players to develop the traffic of their users on the website, the application and the personal space. 71% of French people say they are attentive to the loyalty programs offered by their Telecom operator. The French above all say they expect financial benefits from the loyalty programs offered to them. 64% of French people want to benefit from e-gift cards and 62% want to accumulate loyalty points. More than half of French people (51%) would like to accumulate cashback and just under half (42%) would like to access promo codes.
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*Study “Loyalty thanks to cashback programs”, conducted by Tenerity in April 2022 in partnership with Kantar with a representative sample of the French population of 1,000 respondents aged 18 and over, aims to establish a places of the new consumption habits of the French.
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