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This is the Performance Management report in The Customer Loyalty Playbook.

For Customer Insights Professionals

Measuring Loyalty Program Effectiveness

September 28, 2012

By Emily Collins with Suresh Vittal, Dave Frankland, Allison Smith

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Why Read This Report

This report outlines Forrester's performance management solution for customer intelligence executives working on driving customer loyalty. Measuring the performance of loyalty programs remains a rocky road for most firms, and marketers struggle to accurately measure the business value of their programs. This report contains a framework designed to help you move past measurement anxiety and identify the metrics you need to gauge program performance, customer engagement, and business value. It is an update to the report of the same name originally published in September 2011, with content and examples that have been revised to reflect the current state of loyalty programs.
Tags: Customer Intelligence Strategy and Process, Loyalty Marketing, Marketing Measurement
US $ 499
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TABLE OF CONTENTS

  • Incrementality Holds The Key To Loyalty Program Measurement
  • Simplify Loyalty Measurement With A Multilevel Framework

  • RECOMMENDATIONS

    Start With What You Have, And Plan For Future Measurement
  • Supplemental Material
  • Related Research Documents
 
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