What the 2024 DMA Customer Engagement Report Means for You 

At Spotler, we’re proud to have partnered with the DMA to contribute data and insights that directly informed the 2024 Customer Engagement Report. This collaboration allows us not only to share in shaping industry benchmarks, but also to help businesses translate these findings into real, actionable customer engagement strategies across email, SMS, WhatsApp, chat, social, and personalised web experiences.

In their latest Customer Engagement Report, the DMA delivers one clear message: customer loyalty is evolving… and the brands seeing the biggest returns are those that focus on relationships, not just revenue. 

At Spotler, we help B2C brands across eCommerce, travel, services and beyond turn insight into action. Here’s a breakdown of the 10 most important takeaways from this year’s DMA report, and how you can apply them using our CDP, email, SMS, WhatsApp, chat, social, and automation tools. 

1. Loyalty is Bouncing Back! Build on It

Consumers are becoming more loyal again… but not to discounts. They’re sticking with brands that deliver standout experiences. Our Customer Data Platform helps you identify loyal vs. at-risk customers, so you can build deeper relationships through targeted sequences across email, SMS, WhatsApp, and on-site personalisation. 

2. Time to Break the Discount Habit 

Price promotions are losing their grip. With predictive scoring in Spotler Activate, you can pinpoint high-value, price-insensitive segments and shift the narrative to what makes your brand different: Your values, story, and customer experience. 

3. Email Still Dominates (But Don’t Sleep on SMS or WhatsApp) 

Consumers want personal, reliable communication. Email is still the most preferred channel, but SMS, WhatsApp, and even chat are gaining ground. Use first-party data to tailor every message by behaviour, lifecycle stage, or CLV. 

4. Rewards That Actually Reward 

What counts as a reward? Cashback. Free delivery. Surprises. Customers don’t view fast support or a thank-you message as rewards; they expect it! Use our CDP to build value-based segments and trigger personalised reward automations through any channel. And if you don’t have the ‘Thank You’ journeys or basic lifecycle stages set up…get on it! 

5. Age and Loyalty Go Hand in Hand 

Under-35s think loyalty means brand advocacy and shared values. Over-35s want solid service and loyalty rewards. Segment by age and engagement type – Buyers, Browsers, Advocates – then craft relevant messaging and journeys. 

6. Loyalty Isn’t Just About Frequency 

Repeat rate is helpful, and a great place to start, but it’s not the whole story. Predictive CLV in Spotler helps you focus on long-term growth by identifying customers with strong future value and tailoring strategies to retain them. These customers are already showing promise, maximise it. 

7. Sync Your Teams Weekly 

The most effective brands regularly align across teams to drive joined-up customer engagement. Use insights from our CDP to unify your CX, marketing, digital, and support teams on what your customers really need. Check RFM movements, Predictive Segments and Key Audience Metrics.  

8. Make Data Sharing a Value Exchange 

80% of consumers expect personalisation, but 28% will leave if you get it wrong. Use progressive profiling, preference centres, and post-purchase flows to collect data and give value back through personalised content and journeys. 

9. Less Digital Noise, More Personal Touch 

Overreliance on digital ads is a turnoff. Combine your CDP data with smart channel orchestration: message customers on their preferred channels at the right time with the right tone, whether that’s chat, WhatsApp, SMS or on-site personalisation. 

10. AI Is Your Competitive Edge 

If you have Spotler Activate, you already have the tools to deliver smarter, more effective experiences. AI can now power content, product recommendations, journey flows, and testing. Spotler Activate makes it easy to bring that power into your workflow…no data science degree required.