Why Read This
If you are serious about earning and maintaining customer loyalty, you can't treat it as a tactic or a discrete program anymore. It's an approach that requires strategic alignment, deliberate planning, and financial and cultural commitment. This report, part of the customer loyalty playbook, outlines Forrester's self-assessment and maturity model for creating a successful loyalty strategy and is an update of the report "Evaluate And Evolve Your Loyalty Program's Intelligence Quotient," originally issued to clients on December 5, 2012. This update reflects the increasing importance of loyalty in the age of the customer and will help customer insights professionals take their loyalty strategy beyond a program.