Columbia, MD, August 23, 2021

Merkle Named a Strong Performer Among Loyalty Service Providers

Merkle (, a leading technology-enabled, data-driven customer experience management (CXM) company, today announced that it ranked as a Strong Performer in The Forrester Wave™: Loyalty Service Providers, Q3 2021 report by leading independent research firm Forrester Research, Inc. The agency is recognized for its delivery of loyalty experience services, having received the highest possible scores in the loyalty management services and service provider and vendor orchestration criteria.

The Forrester Wave™ Loyalty Service Providers, Q3 2021 report used 26 criteria to evaluate 12 top loyalty solutions providers, including how each helps B2C marketers select the right strategies for their needs.

Merkle is credited for excelling at vendor orchestration — taking the lead in bringing partners to the table and driving strategy, vision, and goals. One key trend noted in the report is the shift toward loyalty strategies that center around emotional loyalty, suggesting marketers look to providers who not only view loyalty as an outcome of an effective program, but also incorporate tactics for building and measuring emotional loyalty into their strategic frameworks.

According to the report, “Merkle’s Loyalty Experience Management (LXM) offering excels in experience and engagement design and rewards. Its strategic and program design services demonstrate a focus on engagement strategy for both customers and employees, and on making emotional connections across interaction moments.”

The report noted Merkle's ability to take “the lead in bringing partners to the table and driving strategy, vision, and goals for the project,” and noted “client references appreciate Merkle’s comprehensive and proactive approach.” One reference stated Merkle was “an agency of rigor, timelines, and project management.” Meanwhile, another shared the agency “has a very financially driven, methodical approach to loyalty, a strong understanding of our business, and experience from which to source validations of complex assumptions.”

“We drive better outcomes for our brand partners by putting the consumer at the center of the loyalty experience, bringing together the rational and emotional triggers that drive Human Loyalty®,” said Chris Wayman, executive vice president, Promotion & Loyalty Solutions at Merkle. “Our LXM design approach brings together data-driven insights, creativity, and next-gen technology to fuel relevant and personal moments of interaction – driving engagement at every touchpoint and delivering value to both the consumer and the brand. Over time, this results in deeper relationships that can sustain a brand through industry downturns and disruption. Being recognized among the top loyalty providers by Forrester Research reinforces our approach and commitment to transforming the loyalty experience.”

The company’s newest ranking follows its inclusion as a Leader in The Forrester Wave™: Loyalty Solutions, Q2 2021.