New research suggests that nearly three in five customers demonstrate ‘silent loyalty’ to brands, and that AI could be key to retaining their custom in the future.

The phenomenon, where consumers regularly purchase from a brand without publicly recommending it, has seen an increase from 56% in 2022 to 58% in 2024.

The SAP Emarsys’ Customer Loyalty Index (CLI), surveyed more than 2,000 UK consumers and demonstrates the importance of nurturing these silently loyal customers. 

With 52% of customers leaving a brand after just one bad experience, it’s considered crucial for companies to identify and prioritise these consistent shoppers.

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Loyalty is important to all businesses. Retaining existing customers is more cost-effective than acquiring new ones, with research suggesting it can be up to five times cheaper to keep a customer than find a new one.  

“AI empowers marketers to deliver personalised 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,” said Sara Richter, SAP Emarsys CMO.