Customers today have more options, more information and higher expectations than ever before. As a result, loyalty can’t be secured through points and discounts alone. During a special webinar, Julia Walker, brand trust expert at CMB, and Max Kenkel, Customer Solutions Manager at ITA Group, shared new research highlighting how brand trust has emerged as one of the strongest predictors of long-term loyalty. Together, they revealed how trust is shaping everything from customer consideration to repeat purchase and advocacy.
This conversation highlights a critical shift for brands: trust is no longer abstract. It can be measured, understood and actively managed. And doing so creates a direct path to stronger, more resilient loyalty outcomes.
How trust is a strategic advantage for customer loyalty programs
CMB’s recent research revealed that trust can predict loyalty more reliably than traditional metrics
One of the central insights from the session was the recognition that many brands still rely on traditional loyalty indicators such as program enrollments or redemption rates. While these are useful, they do not reflect whether customers actually trust the brand. A loyalty program can appear healthy on the surface while deeper customer confidence is weakening.
“Customers want to feel something, and so while it's true that you can have a very successful loyalty program on paper, with pretty high enrollment and lots of offers, if the noise of the programs and offers and products and people that make up your brand are eroding trust in the background, then you're going to be in trouble sooner rather than later,” Kenkel shared. “So, without that foundation of trust, loyalty initiatives are forced to work way harder for the brand than what they're probably designed to do.”
The research showed that high trust directly correlates with future engagement, including a customer’s willingness to return, try new offerings or remain committed when alternatives are available. When trust declines, retention efforts become significantly more difficult and costly. This makes trust an early signal for both opportunity and risk. And that’s something today’s brands can’t afford to ignore.
Related: Why identity benefits are the key psychological connection in loyalty programs
6 pillars that shape customers’ trust across industries
To understand trust more clearly, the webinar introduced a framework built on six core pillars. These pillars capture what customers consider when determining whether a brand is aligned with their values or focused on their needs.
The 6 pillars include:
- Dependability
- Transparency
- Integrity
- Customer-first attitude
- Responsiveness
- Relevance
Although the pillars remain consistent, their relative importance shifts depending on the industry.
- In travel, customer-first behavior carries more importance due to the stress and unpredictability of the experience.
- In retail, fairness, integrity and clear policies play a stronger role.
This variation highlights why trust can’t be treated as a single score. It’s a structured set of expectations that differ based on context.
“We've shown that it's not enough for a program just to be easy to use and offer high-quality rewards. Members need to feel both functional benefit and emotional connection with the brand for loyalty to really take hold,” Amanda McMahan, Insights Director at CMB and the moderator of the webinar, shared. “And underpinning all of that is brand trust. These important dimensions that drive different elements differently across verticals.”
Brands that understand these nuances can focus their efforts where they'll have the greatest impact.
Related: How to build customer loyalty: 3 webinar insights on emotional connection
How brand trust strengthens customer loyalty activation
The webinar also examined how trust translates into stronger loyalty performance. When trust is high, customers are more receptive to loyalty initiatives and more willing to engage with new program features or benefits.
“It's really important to define what trust means in your organization because misalignment is one of the biggest blockers. So, aligning on what trust is and how it shows up is a critical first step in getting everyone going in the right direction,” Walker said.
When loyalty programs are transparent, consistent and customer-centered, the programs boost trust in return.
This creates a reinforcing cycle: trust supports loyalty, and a well-designed loyalty program strengthens trust. Brands that build their customer loyalty program strategies around this and emotional connection are better positioned to achieve durable, long-term customer relationships.
See how leading brands strengthen loyalty through trust and emotional connection. Explore our latest research into what truly drive customer loyalty.