Loyalty Group
Loyalty Group A/S is a Danish customer loyalty and CX consultancy serving enterprise clients across Scandinavia and 33+ countries. It offers advisory services, Voice of Customer surveys, and AutoIndex™, the largest Scandinavian automotive CX benchmarking dataset.
- Company typePrivate
- Founded1992
- HeadquartersGlostrup, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Loyalty Group does
Loyalty Group A/S is a Danish customer loyalty and customer experience (CX) consultancy headquartered in Glostrup, Denmark. The firm advises enterprise clients on customer-centric transformation through a defined service stack: advisory engagements, customer surveys (NPS, relational, Voice of Customer), Customer Journey Mapping, CX Business Case development, the Customer Centricity Maturity Assessment (CCMA), and the Loyalty Matrix framework. Its flagship research product is AutoIndex™, a Scandinavian automotive CX benchmarking survey founded in 2003 that, according to company materials, drew 34,632 respondents in 2026 and is described as the largest such dataset in the region. The firm operates 11–50 employees and reports 400+ projects executed across 30+ years of operation, with project delivery in 33+ countries.
The company runs a professional services model, delivering custom-quoted consulting engagements on both project and multi-year retainer bases. It targets enterprise clients primarily in Scandinavia, with a customer roster spanning automotive (BMW, Lexus, Toyota), telecommunications and utilities (Waoo, Energi Fyn), industrial/B2B (Pindstrup, Alfa Laval), and retail/real estate (Næstved Shopping Mall). Delivery is partner-led by senior advisors with 30+ years of specialized experience and is supplemented by an international partner network spanning Belgium (goCX), Germany (Futurelab), Norway (Customer C), and Dubai (Lean On Data), the latter providing data and AI capabilities. Core methodology is grounded in Design Thinking, Lean Six Sigma, and BI analytics rather than proprietary AI/ML systems.
Revenue mechanics consist of consulting fees, survey execution, and research subscriptions, with pricing handled on a custom per-engagement basis. The firm is privately held with no disclosed funding, ownership structure, or revenue figures in available materials. Distribution of AutoIndex is amplified through publication partnerships with Scandinavian media outlets including FDM, VG, and Vi Bilägare, which also functions as a demand-generation channel for downstream consulting work.
Loyalty Group firmographics
Firmographics- Name
- Loyalty Group
- Legal name
- Loyalty Group A/S
- Website
- https://loyaltygroup.dk
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Loyalty Group A/S is a Danish customer loyalty and CX consultancy serving enterprise clients across Scandinavia and 33+ countries. It offers advisory services, Voice of Customer surveys, and AutoIndex™, the largest Scandinavian automotive CX benchmarking dataset.
- Ownership category
- akta.pro rank
Loyalty Group industry classification
Industry- Product category
- Customer Loyalty Consulting
- NAICS
- Marketing Consulting Services (541613), Management, Scientific, and Technical Consulting Services (5416), Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Management Consulting Services (8742), Services-Advertising (7310)
- akta.pro primary industry
- Loyalty Program Strategy & Program Management (MPAAAIAF)
- akta.pro secondary industries
- Loyalty, Rewards & Retention Platforms (BPAFAFAH), Loyalty, Referral & Customer Advocacy Programs (Direct Response) (BPAFAKAO)
Keywords
Where Loyalty Group is headquartered
LocationHeadquarters
- HQ city
- Glostrup
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Loyalty Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Consulting and Advisory Services: Professional consulting services including customer loyalty strategy development, customer survey design and execution, organizational change management, and executive workshops. Engagement models include project-based work, annual retainer arrangements, and ongoing advisory relationships. Services delivered across five phases: management commitment, customer insights collection, objectives definition, employee motivation, and follow-up development.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom consulting engagements |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels10 records
Loyalty Group product offering
Product offeringCore offering
Loyalty Group is a Scandinavian customer loyalty consultancy that helps enterprise and B2B companies build customer loyalty and customer centricity through advisory services, customer surveys, and proprietary research. Its core offering is custom consulting engagements structured around a five-phase methodology (management commitment, customer insights collection, objectives definition, employee motivation, and follow-up) that quantifies the financial ROI of customer experience initiatives. The flagship proprietary product is AutoIndex™, an annual automotive customer experience benchmark covering Denmark, Norway, and Sweden with 34,000+ respondents, supported by services including Net Promoter Score measurement, customer journey mapping, CX business case development, and employee loyalty programs.
Product overview
Loyalty Group is a Scandinavian customer loyalty consultancy offering a unified advisory platform combining research, surveys, and strategic consulting. The core offering includes customer surveys (NPS, relational, event-based, Voice of Customer programs), Customer Journey Mapping, CX Business Case analysis, and the Customer Centricity Maturity Assessment. The company operates AutoIndex, a flagship automotive industry benchmarking survey covering Scandinavian markets. Additional offerings encompass Employee Loyalty Services, management motivation programs, and thought leadership content including white papers and podcasts. The portfolio functions as an integrated system where baseline measurements feed into strategy development, survey insights drive prioritization, and workshops enable organizational implementation.
Differentiator
Problem solved
Functional benefit
Brands
- AutoIndex™: The largest and most comprehensive industry index survey for customer loyalty in Scandinavia, focusing on car owner loyalty with 34,632 Scandinavian respondents in 2026.
Products and services
- Customer Loyalty Advisory Services End-to-end consulting and advisory services for enterprise clients on building customer loyalty and customer centricity, including strategy development, project scoping, baseline measurement, and organizational change management.
- Customer Surveys A comprehensive suite of customer survey services including customer experience surveys, customer satisfaction surveys, relational surveys, event-based customer surveys, driver analysis, Net Promoter Score, and Voice of Customer programs delivered to enterprise clients.
- AutoIndex Annual industry benchmarking survey covering car owner loyalty in Scandinavia across Denmark, Norway, and Sweden, including 25 brands and 34,632 respondents in 2026, examining the car, brand loyalty, dealership experience, and auto service shop. Trademarked AutoIndex™ research product.
- Employee Loyalty Services Advisory services addressing the connection between employee satisfaction and customer loyalty, helping organizations build emotionally loyal workforces and customer-centric cultures.
- Motivating Management Executive engagement services to secure senior management buy-in for customer centricity initiatives, including workshops and business case development.
Quantifiable outcome
- Churn reduction example: Streaming service reducing churn from 12% to 9% on 100,000 customers at €15/month saves €540,000 annually
- +7 more outcomes
Companies that use Loyalty Group
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
Loyalty Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Loyalty Group partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered strategic, core and minor.
- goCXstrategicBelgium-based strategic business partner specializing in customer centricity and advisory services. Complements Loyalty Group in customer centric projects for geographical coverage (DACH region and Middle East), linguistic capabilities, and additional competence. Provides consultancy and training to strengthen companies' customer centricity.
- CX Master AcademystrategicBelgium-based global provider of customer experience (CX) training. Delivers practical, results-oriented programs with engaging approach. Loyalty Group represents CX Master Academy in Nordic market and uses their training programs in projects for employee motivation and development. Since 2019, more than 11,000 employees have completed CX training through CX Master Academy.
- Customer CcoreNorwegian-based company offering strategic consulting, process facilitation, and coaching within customer centric strategy and transformation. Complements Loyalty Group in Scandinavian multi-disciplinary projects for geographical and linguistic coverage. Provides sparring and consultancy in strategy development.
- Lean On DatastrategicDubai-based global advisor in data-driven business development, specializing in hospitality and service industries. Combines Design Thinking, Lean Six Sigma, and Business Intelligence. Provides deep specialist knowledge in data analysis and AI solutions. Solutions used by over 500 hotels in EMEA region.
- FuturelabcoreGermany-based company described as Loyalty Group's 'twin' in customer centricity with strong expertise in strategic consulting. Operates primarily in Southern and Central European markets as well as Eastern Europe. Brings capabilities for larger international projects.
- BilendicoreInternational provider of respondent panels for market research and customer insight. Provides access to millions of panel participants across wide range of countries for efficient, large-scale recruitment of survey respondents. Strong international coverage and flexible access to target groups.
- NorstatcoreOne of Europe's leading providers of respondent panels with access to millions of respondents. Delivers reliable data from relevant target groups with strong focus on data quality. Provides both online data collection and telephone interviews. Ensures high quality in data collection across target groups and markets.
- FDM (Forenede Danske Motorejere)coreDanish consumer organization for car owners with 278,000 members. Publishes Motor magazine (9x yearly, 367,000 readership) and website (654,000 weekly unique visitors). Media partner for AutoIndex disseminating analysis results to broad audience.
- Motor-magasinet/Nordiske MedierminorIndustry media for Danish car industry. Weekly print edition and e-newspaper (17,253 copies, 65,000 readership). Website motormagasinet.dk with 306,600 unique visitors every six months. Media partner for AutoIndex.
- Vi BilägarecoreSweden's largest car magazine since 1930. Published in 65,600 copies, read by more than 161,000. Website vibilagare.se with 190,000 weekly unique visitors. Strategic media partner for AutoIndex in Sweden.
- VG (Verdens Gang)coreNorwegian newspaper with daily circulation of ~30,000. VG+ digital subscription has ~300,000 subscribers. Website vg.no attracts 1.96 million unique readers daily (2+ million total daily readership). Media partner for AutoIndex in Norway.
- Bilbransje24minorNorwegian subscription and advertising service for car industry professionals. Provides news, analyses, and information on distribution, imports, service, and car industry areas. Website attracts 10,000-12,000 unique visitors. Media partner for AutoIndex in Norway.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Loyalty Group competitors and assessment
Company assessmentBroad incumbents
- KPMG: Big Four professional services firm with a Customer Experience advisory practice serving large enterprises. Comparable as a broader incumbent that delivers CX strategy, VoC, and loyalty work as part of a much wider consulting portfolio.
- Ipsos: Global market research and customer experience measurement firm operating customer satisfaction indices across many countries. Comparable as a broader incumbent in CX/loyalty research and benchmarking, overlapping with Loyalty Group's AutoIndex-style measurement work.
- McKinsey & Company: Global management consulting firm with a Customer Experience service line via its Marketing & Sales practice. Comparable as a broader incumbent competing for enterprise CX transformation mandates, though CX is one of many capabilities it offers.
- Bain & Company: Global management consulting firm with a dedicated Customer Experience practice. Comparable as a broader incumbent that delivers CX strategy, NPS programs, and loyalty work alongside its wider portfolio — competing for the same enterprise CX budgets as Loyalty Group but at much larger scale.
Direct peers
- Walker Information: Long-standing US-based CX research and advisory firm, original NPS co-developer. Comparable to Loyalty Group as an established CX measurement and loyalty consulting firm serving large enterprises with benchmarking and advisory services.
- The CX Company: European-headquartered CX strategy and customer-centricity transformation consultancy. Closely comparable to Loyalty Group in delivering CX strategy, VoC programs, and customer-centricity maturity assessments for enterprise clients.
- Nunwood: UK-based CX research and consulting firm, known for the UK Customer Satisfaction Index and CX advisory work. Comparable to Loyalty Group in operating proprietary CX benchmarks and offering loyalty advisory services to enterprises.
- Echo Strategy: Independent CX consulting firm focused on customer experience strategy and loyalty measurement. Directly comparable to Loyalty Group as a boutique CX/loyalty advisory targeting enterprise clients with similar methodology-led engagements.
- CXG (Customer Experience Group): Global CX consulting firm specializing in customer experience transformation, CX measurement, and loyalty advisory. Directly comparable to Loyalty Group as a competing boutique CX/loyalty consultancy serving enterprise clients with similar service offerings.
Emerging players
- Qualtrics: Experience management software platform (acquired by SAP) that has expanded into CX advisory and benchmarking services. Comparable as an emerging player intersecting with Loyalty Group's space by combining CX measurement technology with advisory offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Loyalty Group social profiles
Digital presenceLoyalty Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Loyalty Group leadership team
Management profileNumber of profiles
Profiles9 records
Loyalty Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Loyalty Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Loyalty Group
What does Loyalty Group do?
Loyalty Group is a Scandinavian customer loyalty consultancy that helps enterprise and B2B companies build customer loyalty and customer centricity through advisory services, customer surveys, and proprietary research. Its core offering is custom consulting engagements structured around a five-phase methodology (management commitment, customer insights collection, objectives definition, employee motivation, and follow-up) that quantifies the financial ROI of customer experience initiatives. The flagship proprietary product is AutoIndex™, an annual automotive customer experience benchmark covering Denmark, Norway, and Sweden with 34,000+ respondents, supported by services including Net Promoter Score measurement, customer journey mapping, CX business case development, and employee loyalty programs.
Is Loyalty Group a public or private company?
Loyalty Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Loyalty Group founded?
Loyalty Group was founded in 1992. It employs 11 to 50 people.
Where is Loyalty Group based?
Loyalty Group is headquartered in Glostrup, Denmark, in the Europe region.
How does Loyalty Group make money?
One revenue line is on record: consulting and Advisory Services.
Who are Loyalty Group's main competitors?
Broad incumbents on record are KPMG, Ipsos, McKinsey & Company and Bain & Company. Direct peers are Walker Information, The CX Company, Nunwood, Echo Strategy and CXG (Customer Experience Group). Qualtrics is listed as an emerging player.
Does Loyalty Group have an API?
No public API is recorded for Loyalty Group.
What industry is Loyalty Group in?
Loyalty Group's product category is Customer Loyalty Consulting. Its primary akta.pro industry code is MPAAAIAF, Loyalty Program Strategy & Program Management, with a secondary code of BPAFAFAH, Loyalty, Rewards & Retention Platforms. Its NAICS code is 541613 and its SIC code is 8742.