Emily   Collins

Emily Collins

Senior Analyst Serving B2C Marketing Professionals

Emily is a senior 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.

Emily Collins

Senior Analyst Serving B2C Marketing Professionals

Emily is a senior 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.

Emily Collins's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Predictions 2018: The Revolution That Is Customer-Obsessed Marketing Finally Begins

    November 8, 2017Emily Collins

    All B2C marketers have heard about the importance of customer experience. Some even claim to be customer obsessed, prioritizing customer understanding, brand strategy, and customer experience. But too few put their belief into practice — until now. We predict that in 2018 a faction of forward-thinking brands will surge ahead of their peers by fully embracing customer-obsessed marketing. In their wake, they will leave an ecosystem and a competitive set scrambling to catch up.

  • For B2C Marketing Professionals

    REPORT: Create An Evolved Loyalty Strategy, Not Just An Effective Program

    Executive Overview: The Customer Loyalty Playbook

    October 10, 2017Emily Collins

    Business-to-consumer (B2C) marketing professionals must help their firms mature their approach to customer loyalty to drive retention, engagement, and advocacy. Strategies that rely purely on loyalty programs offering points and discounts miss an opportunity to drive deeper engagement through emotional loyalty. This playbook addresses the foundational strategies, technologies, and best practices that make intelligent and lasting customer loyalty possible. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Harness Loyalty Insights To Build Business Advantage

    Processes: The Customer Loyalty Playbook

    September 13, 2017Emily Collins

    Many companies that invest in customer loyalty deploy loyalty programs that both incentivize behavior and collect valuable data from engaged and loyal customers. It's easy to treat loyalty as a separate silo within marketing, but the benefits of embracing the loyalty insights that firms can derive from that data have broad-reaching implications for the stability and strength of customer relationships. This report will help B2C marketers push loyalty beyond the program and apply loyalty insights across the organization. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Advance Your Approach To Customer Loyalty

    Assessment: The Customer Loyalty Playbook

    August 21, 2017Emily Collins

    If you are serious about earning and maintaining customer loyalty, you can't treat it as a tactic or a discrete program anymore. Customer loyalty requires strategic alignment, deliberate planning, and financial and cultural commitment. This report, part of the customer loyalty playbook, outlines Forrester's self-assessment and maturity model for B2C marketing pros who strive to build and maintain a successful loyalty strategy. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this report to reflect Forrester's updated assessment maturity model.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Customer Loyalty Solutions, Q3 2017

    The 13 Providers That Matter Most, And How They Stack Up

    August 14, 2017Emily Collins

    In our 30-criteria evaluation of customer loyalty solutions, we identified the 13 most significant ones — Aimia, Bond Brand Loyalty, Brierley+Partners, Collinson Group, Comarch, CrowdTwist, Epsilon, HelloWorld, ICF Olson 1to1, Inte Q, Kobie Marketing, Merkle Loyalty Solutions, and SessionM — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

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