For eBusiness & Channel Strategy Professionals

Travelers Are Cashing In On Loyalty Programs

How US Online Travelers Redeem Travel Loyalty Points And Rewards

by Henry H. Harteveldt, Elizabeth Stark, November 16, 2009

Travel loyalty programs may be old news, but that old news pays the bills and generates revenue in the billions of dollars every year for travel companies. Forrester data shows that half — 52% — of all US online travelers actively use travel loyalty programs, . . .

For Consumer Product Strategy Professionals

Solving The Cross-Sell Imperative In Financial Services

Moving Beyond Desire To Actually Get Customers To Buy More

by Brad Strothkamp, September 25, 2009

The goal of cross-selling additional products to consumers is the mantra of every business executive, regardless of industry. But in financial services, it has been mostly an elusive goal: A good portion of consumers are open to buying multiple products . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: Shopping Habits Of Loyalty Program Subscribers  (531 KB PPT)

by Jacqueline Anderson, September 4, 2009

This highlight deck summarizes the key findings related to loyalty programs from Forrester's North American Technographics Retail Online Survey, Q3 2009 (US). This is the second survey highlight in a series from the North American Technographics Retail . . .

For Consumer Market Research Professionals

A Deep Dive Into European Consumers' Online Behavior, 2009

Consumers' Uptake Of Social Activities Deepens Their Online Engagement

by Olesia Klevchuk, August 13, 2009

For more than 10 years, Forrester has been tracking consumers' online and offline behavior in Europe. In recent years, we've published a dedicated report about their online behavior to understand the changes in this emerging medium. This year's European . . .

For Consumer Market Research Professionals

Hispanic Consumers Offer Opportunities In A Recession

But Their Loyalty Is On The Decline

by Tamara Barber, July 20, 2009

Tight budgets drive many companies to cut back on niche marketing during tough economic times. The relative small amount of dollars that firms spent on Hispanic marketing in years past is harder to come by, and now more than ever, Hispanic marketers and . . .

For Marketing Leadership Professionals

Marketing Budgets Suffer Significant Cuts

But Marketing Leaders Project Optimism Even In A Downturn

by Lisa Bradner, July 2, 2009

Our Q1 2009 Global CMO Recession Online Survey reveals marketing leaders under pressure to deliver results while enduring budget cuts in excess of 20%. To keep their businesses moving forward, marketing leaders are cutting back on traditional tactics . . .

For CIOs

CIOs: Suggest Pricing And Promotions Technology To Drive Value

by George Lawrie, May 21, 2009

Firms — like banks or retailers — that provide services or merchandise in different locations are struggling to respond to consumers that are now much more price-conscious thanks to the economy. Smart CIOs will see this as an opportunity to showcase their . . .

For eBusiness & Channel Strategy Professionals

What Makes Credit Union Customers Different?

Greater Loyalty, More Trust, And Higher Interest In Product Purchase

by Brad Strothkamp, Peter Wannemacher, May 13, 2009

US credit unions currently serve more than 90 million members and control 18% of the US checking account market. Credit union customers tend to own more financial products and are more likely to bank, view statements, and pay bills online than customers . . .

For Customer Experience Professionals

The State Of Customer Experience, 2009

Customer Experience Management Enters Into Adolescence

by Bruce D. Temkin, April 24, 2009

Executives have been saying for awhile that customer experience is important. Only recently, however, have many of them begun to understand its direct link with loyalty. As a result, companies are starting to develop more disciplined approaches to customer . . .

For eBusiness & Channel Strategy Professionals

What Airline Passengers Value — And What Airline eBusiness Professionals Need To Do About It

Passengers Place More Importance On Convenience Than Price

by Henry H. Harteveldt, Elizabeth Stark, April 13, 2009

US airline passengers find convenience and price to be the two most important criteria when selecting an airline. Seventy-five percent of all US online air passengers choose the airline they fly most often because of the airports it serves, and 69% cite . . .

For eBusiness & Channel Strategy Professionals

Online Marketing Benchmarks For Internet Retailers

by Patti Freeman Evans, April 3, 2009

Search engine marketing continues to be a central part of online advertising budgets, as well as the main driver of online sales. At the same time, the percentage of advertising spending is directly proportional to the percentage of online sales generated . . .

For CIOs

Retail Technology Investment Priorities

Which Technologies Should CIOs Drive To Generate Quick Returns For Shareholders?

by George Lawrie, April 1, 2009

With the global economy amid financial meltdown, retail CIOs face complex IT choices. Should they continue process improvement initiatives, upgrade their best-of-breed portfolio, or implement a standardized suite? All of these involve significant demands . . .

For Marketing Leadership Professionals

Executive Q&A: Customer Lifetime Value

by Suresh Vittal, March 11, 2009

Customer lifetime value is a powerful metric that rewards marketers for understanding their relationships with their customers. But while it is one of the more valuable measurements for marketers, many companies either do not collect the data or do not . . .

For Customer Experience Professionals

Customer Experience And Loyalty: A Closer Look

Impact Of Usefulness, Ease Of Use, And Enjoyability Differs Across Industries

by Bruce D. Temkin, March 6, 2009

Forrester examined the correlation between customer experience and loyalty across 12 industries: airlines, banks, cell phone service providers, credit card providers, hotels, insurance firms, Internet service providers, investment firms, medical insurance . . .

For Technology Product Management & Marketing Professionals

Case Study: Intuit TurboTax Uses Crowd Wisdom To Make Online Support Less Taxing

by Laura Ramos, March 4, 2009

Intuit TurboTax used the wisdom of crowds — gleaned by analyzing how tax filers and tax preparation businesses interact with thousands of pages of support and tax code information — to supercharge its online support and hold down costs. Business-to-business . . .

For Customer Experience Professionals

Voice Of The Customer: The Next Generation

Six Trends Will Change How Organizations Use Customer Feedback

by Bruce D. Temkin, February 26, 2009

Voice of the customer (VoC) programs are a critical component to improving customer experience. But today's efforts are broken in many ways. They lack action, get caught in silos, and aren't cost- or time-effective. But a number of trends are changing . . .

For Marketing Leadership Professionals

Loyalty Program Rx

Three Quick Fixes Can Make Your Program A Recession-Buster

by Lisa Bradner, February 20, 2009

While marketers often look to loyalty programs for a business boost in troubled times, these initiatives are not without problems of their own. Most consumers join loyalty programs for the discounts, and too few of these efforts encourage them to do more. . . .

For eBusiness & Channel Strategy Professionals

Case Study: New York Life's eBusiness And Agents Live Happily Ever After

A Revamped eBusiness Strategy Scores By Selling The Agent Appointment

by Chad Mitchell, February 20, 2009

In 2001, New York Life Insurance's Web site, which was intended for communication, education, and service, was not meeting its customers' or agents' needs. Web analytics showed that customers were trying to use the Web site to connect with agents, yet . . .

For Customer Experience Professionals

Customer Experience Correlates To Loyalty

Customer Experience Is Even More Correlated To Loyalty Than Last Year

by Bruce D. Temkin, February 17, 2009

Using data from nearly 4,700 consumer surveys, Forrester examined the correlation between the customer experiences delivered by more than 100 US firms and the loyalty of their customers. Our analysis shows that good customer experience correlates to consumers' . . .

For eBusiness & Channel Strategy Professionals

Hotels Should Leverage Free Internet Access Offers To Attract Online Frequent Business Travelers

by Diane Clarkson, February 3, 2009

In the current economic climate, hotel eBusiness professionals must exploit every competitive advantage. They should offer and promote free in-room Internet as part of a strategy to attract frequent business travelers, among whom 43% strongly agree that . . .

For eBusiness & Channel Strategy Professionals

eBusiness' Role In Regaining Traveler Loyalty

by Henry H. Harteveldt, December 15, 2008

The number of US online leisure travelers has fallen from 31% in 2006 to 25% in 2008. Travel eBusiness contributes to this loss by not making online travelers feel welcome, not letting them control the information they want to see on the home page, and . . .

For Marketing Leadership Professionals

Can Marketing Deliver Growth In The Downturn?

by Mary Beth Kemp, December 9, 2008

Two in three CMOs are confident that marketing contributes to the firm's growth. But on how they can drive their companies' success, marketing leaders have different views. And even if CMOs know what drives growth, many don't put their money where their . . .

For Marketing Leadership Professionals

Recession Marketing

Marketers Should Shift Budgets From Client Acquisition To Client Retention

by Jaap Favier, December 9, 2008

In a recession, consumers look for brands that they know and that support their need to connect to their peers. To thrive even in these economic hard times, brands can benefit by focusing more on client retention and upsell than on acquisition. How? By . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008  (398 KB PPT)

by Jacqueline Anderson, December 9, 2008

This highlight deck summarizes the key findings from Forrester¿s North American Technographics Media, Marketing, And Mobile Internet Online Survey, Q3 2008. This deck covers mobile Internet usage, email marketing, loyalty programs and consumer product . . .

For eBusiness & Channel Strategy Professionals

Lessons In How To Retain Financial Services Customers

Insights From Industry Keynote Presentations At Forrester's 2008 Finance Forum

by Bill Doyle, December 8, 2008

In times of crisis, smart financial services firms focus on the customers they already have. Smart channel strategy executives do their part by delivering superior customer experiences. At Forrester's 2008 Financial Services Forum For Marketing And Strategy . . .