Forrester

For Customer Insights Professionals

Report:Drive Smarter Customer Loyalty With Customer Intelligence

Executive Overview: The Customer Loyalty Playbook

Customer loyalty is a hot topic. Companies look to loyalty programs to enhance customer knowledge and drive customer retention, revenue, and engagement. But, while they see the potential of loyalty...

• Downloads: 518
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For Customer Insights Professionals

Report:The Customer Loyalty Ecosystem

Tools And Technology: The Customer Loyalty Playbook

Customer loyalty is top of mind for most marketers, but with so many vendors claiming to drive explicit or implicit loyalty, it's often difficult to identify a solution that best fits marketers'...

• Downloads: 1933

For Customer Insights Professionals

Report:Tackle Behavioral Targeting To Modernize Customer Interactions

Benchmarks: The Cross-Channel Campaign Management Playbook

For the recent Forrester Wave™ evaluation of cross-channel campaign management (CCCM), we surveyed 130 customers about their vendors. We found that users were generally satisfied with the...

• Downloads: 632
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For Customer Insights Professionals

Report:The Evolution Of The Customer Engagement Agency

As the demand for customer intelligence (CI) from business stakeholders grows and more organizations increase their CI maturity, organizations' marketing agency needs have also changed. A few...

• Downloads: 504
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For Customer Insights Professionals

Report:Organizing For Intelligent Loyalty

Organization: The Customer Loyalty Playbook

This report outlines the organization process of Forrester's solution for customer intelligence executives working on driving customer loyalty. It is designed to help firms use stakeholder mapping to...

• Downloads: 243

For Customer Insights Professionals

Report:Examining The Member Interactions Of Five Major Loyalty Programs

Programs Fall Short Across All Evaluation Criteria

Forrester applied its new Customer Loyalty Program Review methodology to five popular loyalty programs from the retail, travel, and financial services industries. The results of the evaluation...

• Downloads: 583

For Customer Insights Professionals

Report:Base Your Plan For Intelligent Loyalty On Maturity

Strategic Plan: The Customer Loyalty Playbook

Loyalty programs that attempt to implement a cookie-cutter strategy and ignore customer insights typically struggle and usually lack meaningful results. Organizations seeking to build a program that...

• Downloads: 146

For Customer Insights Professionals

Report:Intelligence-Driven Loyalty

Vision: The Customer Loyalty Playbook

This report outlines the vision of Forrester's solution for customer intelligence executives working on driving customer loyalty. Many loyalty programs fail because they focus too heavily on...

• Downloads: 1376
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For Customer Insights Professionals

Report:TechRadar™ For Customer Intelligence Professionals: Customer Loyalty Programs, Q1 2013

Business Case: The Customer Loyalty Playbook

Loyalty technologies play a central role in the execution and differentiation of customer loyalty programs and, more specifically, in driving consumer participation in a program across channels...

• Downloads: 365
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For Customer Insights Professionals

Report:Forrester's Customer Loyalty Program Review Scorecard

Forrester's Customer Loyalty Program Review Scorecard evaluates internal loyalty program business processes and member experiences with a given program. The business process review evaluates a...

• Downloads: 115

For Customer Insights Professionals

Report:Move Beyond Campaigns To Tap Hidden Customer Potential

Cross-channel campaign management (CCCM) tools are the heart of the enterprise marketing platform, yet campaigns are too rigid and too rooted in batch-based techniques to allow firms to achieve...

• Downloads: 84

For Customer Insights Professionals

Report:Enable Loyalty Program Success With Sound Processes

Processes: The Customer Loyalty Playbook

Loyalty programs promise to increase retention and satisfaction, but they often fall short of delivering results because they lack an innovative strategy to set them apart from the competition. This...

• Downloads: 869
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For Customer Insights Professionals

Report:Should You Engage In A Customer Intelligence Safe Haven?

Why Marketers Must Create Partnerships To Succeed In The Future

The notion of a "safe haven" in customer intelligence (CI) isn't new; for years, direct marketers and catalogers have relied on cooperatives for their customer acquisition needs. But in the digital...

• Downloads: 234

For Customer Insights Professionals

Playbook:The Customer Loyalty Playbook

Drive Smarter Customer Loyalty With Customer Intelligence

Customer loyalty is a hot topic. Companies look to loyalty programs to enhance customer knowledge and drive customer retention, revenue, and engagement. But, while they see the potential of loyalty...

For Customer Insights Professionals

Report:The Forrester Wave™: Loyalty Program Service Providers, Q1 2012

Epsilon And Kobie Marketing Lead, With Brierley+Partners And Aimia Close Behind

Companies turn to loyalty program service providers for support across the loyalty value chain — from program strategy, technology, and program management to creative, fulfillment, and...

• Downloads: 845
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For Customer Insights Professionals

Report:Evaluate And Evolve Your Loyalty Program's Intelligence Quotient

Assessment: The Customer Loyalty Playbook

Successful intelligence-driven loyalty involves five major components: strategy, data, customer intelligence, offer management, and measurement. This report outlines Forrester's assessment process...

• Downloads: 872
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For Customer Insights Professionals

Report:Case Study: SCENE Uses Customer Insights To Deliver Value To Loyalty Customers

This report provides a case study supporting Forrester's best practices for customer intelligence professionals working to drive customer loyalty. Forrester identifies four crucial best practices for...

• Downloads: 167

For Customer Insights Professionals

Report:Rethink Existing Approaches To Embed Cross-Channel Attribution

Processes: The Cross-Channel Attribution Playbook

Establishing a cross-channel attribution measurement framework requires a tremendous amount of due diligence, planning, and process across the organization. In this report of the cross-channel...

• Downloads: 190
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For Customer Insights Professionals

Report:Five Ways To Mobilize Your Loyalty Program In 2013

Mobile Channels Offer Rich Opportunities For Rewards And Engagement

Mobile continues to grow in importance for reaching and engaging empowered consumers and loyalty program members. From a data perspective, it opens up new streams of information that provide better...

• Downloads: 271

For Customer Insights Professionals

Report:Are You Ready For Cross-Channel Attribution?

Assessment: The Cross-Channel Attribution Playbook

Cross-channel attribution is a complex, advanced measurement approach, allowing marketers to uncover the true impact of their marketing campaigns across channels. To get it right, organizations must...

• Downloads: 314

For Customer Insights Professionals

Report:Buyers Want Expertise From Attribution Providers

Benchmarking: Measure Marketing Performance

During the recent Forrester Wave™ evaluation of cross-channel attribution providers, we surveyed 34 customers about their cross-channel attribution efforts and their vendor partnerships....

• Downloads: 153

For Customer Insights Professionals

Report:Measuring Loyalty Program Effectiveness

Performance Management: The Customer Loyalty Playbook

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...

• Downloads: 930

For Customer Insights Professionals

Report:The Forrester Wave™: Cross-Channel Attribution Providers, Q2 2012

Visual IQ Surfaces At The Top Of A Relatively Immature Market

In Forrester's 67-criteria evaluation of cross-channel attribution vendors, we found that Visual IQ led the pack because of its expertise in cross-channel attribution methodology, reporting, and...

• Downloads: 657
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For Customer Insights Professionals

Report:Measure The Strength Of The Marketing Technology Stack

Performance Management: The Cross-Channel Campaign Management Playbook

The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and deliver sustainable competitive advantage. The processes of measuring and...

• Downloads: 158
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For Customer Insights Professionals

Report:Revisiting The Enterprise Marketing Software Landscape

Consolidation And Growth Drive A Dynamic Software Marketplace

Marketing today is impossible without significant investments in technology. When Forrester first charted the landscape of marketing technologies in 2007, we found that marketers were investing in...

• Downloads: 899
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