For Marketing Leadership Professionals (Length: 16 pages)
This is a Consumer Technographics document

April 26, 2007

Building Lasting Customer Loyalty

Use Forrester's Loyalty Marketing Framework To Guide Your Strategy

by Lisa Bradner

with Elana Anderson, Sarah Glass

Executive Summary (This is a document excerpt)

Customer loyalty is hard to earn and harder to keep. Many loyalty initiatives fail to build real loyalty — or worse, they subsidize behavior that would have happened anyway. Forrester's strategic framework and loyalty self-test can help marketing leaders identify the elements that create meaningful loyalty, the key tactics that drive it, and the mix of tactics that are best for their business.

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TABLE OF CONTENTS

NOTES & RESOURCES

itemFirms Crave Loyalty But Consumers Withhold It

itemConsistent Strategy Builds Loyalty

itemSix Key Elements Of Lasting Loyalty

itemFour Loyalty Tactics Put Strategy Into Action

itemGetting Started On Loyalty Marketing

itemUse Forrester's Self-Test To Define Your Tactics

itemCase Studies

recommendations

itemBuild Loyalty From The Inside Out

WHAT IT MEANS

itemLoyalty Becomes All About The Brand

itemSupplemental Material

Forrester interviewed 20 vendor and user companies, including: Canadian Air Miles, Carlson Marketing, Cathay Pacific Airways, Citibank, COLLOQUY, Epsilon, Harrah's License Company, ICLP, Kempinski Hotels, Kobie Marketing, Land O' Lakes Inc., Loyalty Builders, Loyalty Lab, RDialogue, The Rezidor Hotel Group, and The Vanguard Group.

Related Research Documents

itemExperience-Based Differentiation

January 2, 2007, Big Idea

itemNet Promoter Scores: Good, But Not Enough

February 2, 2007, Best Practices

item"Symbiotic Loyalty

November 3, 2004 , Big Idea

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Analyst: Lisa Bradner
Technology: Brand Management, Brand Strategy, Brand Tactics, Marketing & Advertising, Relationship Marketing
Industry: Consumer Packaged Goods
Geography: Asia Pacific, Europe, North America
Archived Teleconference:
Recession Marketing: Shifting Marketing Spend To Survive And Thrive
Original air date: Wednesday, May 27, 2009
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