Comarch, one of Europe’s largest technology providers, and Sway Outcomes, a loyalty and customer engagement consultancy, have entered into a strategic partnership. The collaboration is designed to eliminate the common disconnect between a brand’s strategic needs and its technology execution.
By combining Comarch’s enterprise-grade loyalty management platform with Sway’s proprietary strategic methodology, the partnership offers brands a single, coordinated path from diagnosis to delivery. This approach aims to reduce the risk of underperforming programmes, wasted budgets, and unimpactful customer experiences.
A diagnostic approach to loyalty
A key element of this partnership is the integration of Sway’s Customer Engagement Accelerator. This structured diagnostic tool scores a brand’s customer engagement maturity across six critical dimensions, ranging from marketing foundations through to retention and re-engagement.
The tool provides brands with immediate clarity on:
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Where their current loyalty programme stands.
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Where the highest-impact opportunities lie.
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What investment is needed to close the gaps before any platform commitment is made.
From diagnosis to delivery
Beyond the initial assessment, the integrated offering spans the full loyalty lifecycle. This includes business case development, financial modelling, competitive benchmarking, programme strategy, roadmap design, technology selection, and full-scale platform implementation.
This end-to-end service allows brands to move from initial assessment to a live programme with a single, coordinated team, actively removing the fragmentation that typically slows down corporate loyalty initiatives.
Industry leaders weigh in
Tom Peace, CEO and Founder of Sway Outcomes, highlighted the importance of having a clear strategic direction before deploying technology.
“The biggest challenge in loyalty today isn’t just access to technology, it’s knowing where to point it,” Peace said. “Our Customer Engagement Accelerator gives brands that strategic clarity. Combining that diagnostic rigour with Comarch’s platform capabilities means we can take clients from ‘we think we need a loyalty programme’ to a fully scoped, commercially justified roadmap, faster than anyone else in the market.”
Ksenia Goncharova, partnerships director for loyalty at Comarch, noted the value of incorporating Sway’s independent perspective into their offerings.
“We chose to partner with Sway because they bring something our clients consistently ask for: an independent, strategic perspective that makes the technology work harder,” Goncharova explained. “With Sway’s methodology embedded in our sales process, we’re not just offering a platform, we’re offering truly comprehensive loyalty solutions—from concept to execution – with a proof that the strategy behind it is right.”
Multi-market and multi-sector reach
The new partnership will operate across Comarch’s key loyalty markets, including the United Kingdom, continental Europe, North America, and the Middle East.
The initial rollout will focus heavily on sectors where customer engagement maturity varies widely and the commercial case for improvement is strongest. These key sectors include retail, food and beverage, travel, financial services, and telecommunications.
