NTT DATA named among other Loyalty Management Service Providers, as brands seek more personalized, data-driven and AI-enabled loyalty experiences.
NTT DATA, a global leader in AI, digital business and technology services, announced that it has been recognized in the 2026 Gartner® Market Guide for Loyalty Program Vendors. This report states that “Brands face increasing pressure to drive innovation, differentiation and greater technology utilization within their loyalty programs. CMOs can leverage this guide to assess the rapidly evolving loyalty program vendor landscape and prioritize AI-driven capabilities to meet these demands”.
NTT DATA leverages its platform NTT DATA Syntphony Loyalty, which helps organizations design, manage and optimize loyalty programs through capabilities including rewards management, gamification, personalized customer experiences and real-time engagement. The platform supports organizations in building stronger customer relationships and increasing retention. The solution is deployed internationally and serves organizations across retail, banking, telecommunications and many other sectors.
According to Gartner, “Loyalty programs are a valuable vehicle for brands to collect customer data, realize revenue growth and increase customer lifetime value from existing customers”.
NTT DATA has been mentioned in the Gartner report as a Loyalty management service provider. According to Gartner, “these vendors sell a horizontally integrated set of technologies, often available as SaaS; bundled services for managing a loyalty program strategy, execution and optimization; and proprietary consumer data assets for prospecting and analytics”.
"We believe this recognition highlights the strength of our loyalty platform and our commitment to helping organizations create meaningful, personalized customer experiences" said Ana Alcober, Product Manager. "As customer expectations continue to evolve, businesses need flexible and scalable loyalty solutions that integrate seamlessly with their broader digital ecosystems."
NTT DATA will continue evolving Syntphony Loyalty to help organizations transform customer data into meaningful engagement, strengthen long-term relationships and connect loyalty initiatives with broader customer experience and business growth strategies.
We believe this recognition highlights the strength of our loyalty platform and our commitment to helping organizations create meaningful, personalized customer experiences.
Disclaimer
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved. Gartner, Market Guide for Loyalty Program Vendors, Brad Jashinsky, Halle Stern, 27 May 2026.
Gartner does not endorse any company, vendor, product or service depicted in its publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner publications consist of the opinions of Gartner's business and technology insights organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this publication, including any warranties of merchantability or fitness for a particular purpose.
About NTT DATA
NTT DATA is a $30+ billion business and technology services leader, serving 75% of the Fortune Global 100. We are committed to accelerating client success and positively impacting society through responsible innovation. We are one of the world's leading AI and digital infrastructure providers, with unmatched capabilities in enterprise-scale AI, cloud, security, connectivity, data centers and application services. Our consulting and industry solutions help organizations and society move confidently and sustainably into the digital future. As a Global Top Employer, we have experts in more than 70 countries. We also offer clients access to a robust ecosystem of innovation centers as well as established and start-up partners. NTT DATA is part of NTT Group, which invests over $3 billion each year in R&D.
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