Speaker Biography

Emily Collins

Principal Analyst

Sessions Featuring This Speaker

Forrester's Forum For Customer Experience Professionals East

06/24/2014

  • 01:30 PM - 02:15 PM

    Leverage Loyalty Beyond The Program

    Many companies try to back into customer loyalty by focusing entirely on rational benefits like points, offers, and discounts. And, loyalty programs provide a mutually beneficial framework for collecting customer insight and rewarding customers. But customer loyalty extends beyond the rational and in some cases beyond what a loyalty program can even offer. In this session, you will learn:

    • The current state of loyalty today.
    • How to elevate your loyalty strategy.
    • The benefits of leveraging loyalty beyond the program

Research Focus

Emily is a principal analyst focused on customer loyalty, with an emphasis on trends, technologies, services, and analytics. She helps marketing clients navigate the evolving customer loyalty landscape and develop intelligence-driven loyalty strategies and programs. Her research examines consumer attitudes and the tools, skills, and processes required for B2C Marketing Professionals to successfully foster meaningful relationships with their best customers.

Previous Work Experience

Prior to becoming an analyst, Emily spent three years supporting Forrester's customer insights (CI) research team and researching customer loyalty. She fielded quantitative and qualitative surveys of CI Professionals and performed primary and secondary research for reports and consulting projects. She contributed to published reports about B2B customer intelligence, marketing technology adoption, social intelligence, online testing, intelligence-powered CRM, marketing service providers, and cross-channel marketing measurement.

Before joining Forrester, Emily worked in marketing at Northeastern University.

Education

Emily holds a B.A. in English from Boston College.