Emily   Collins

Emily Collins

Principal Analyst Serving B2C Marketing Professionals

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.

Emily Collins

Principal Analyst Serving B2C Marketing Professionals

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.

Emily Collins's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: Be A Loyalty Company, Not A Company With A Loyalty Program

    Vision: The Customer Loyalty Playbook

    January 14, 2019Emily Collins

    Loyalty programs are more likely to conjure thoughts of points and discounts than authentic customer relationships. Companies that want to compete for their customers' loyalty need an evolved approach that extends beyond transactional rewards. This report helps B2C marketing pros evolve their outdated thinking around loyalty and build a strategy based in customer insight that meaningfully acknowledges and reinforces customer relationships. 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: Perk Up Your Loyalty Program

    Continuous Improvement: The Customer Loyalty Playbook

    January 8, 2019Emily Collins, Arleen Chien

    Loyalty programs have been around for more than 35 years, and consumers are growing tired of their banality. B2C marketers looking to launch or relaunch programs need to orchestrate, package, and deliver a mix of benefits that will drive purchase behavior and build long-term customer loyalty. This report dives deep into program building blocks and benefits to help you construct the program your consumers want to participate in. 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: Create An Evolved Loyalty Strategy, Not Just An Effective Program

    Executive Overview: The Customer Loyalty Playbook

    December 27, 2018Emily Collins, Arleen Chien

    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: Craft A Loyalty Strategy That Raises Your Firm's Maturity

    Strategic Plan: The Customer Loyalty Playbook

    December 20, 2018Emily Collins

    Companies that attempt to drive loyalty with points and discounts alone will miss their mark. B2C marketers seeking to build a loyalty strategy that stands out need a game plan that addresses the six competencies of advanced customer loyalty: strategy, research, process, technology, measurement, and people. This report is a guide for building a strategic plan that advances your loyalty maturity level. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. This version aligns with Forrester's updated maturity assessment model.

  • For B2C Marketing Professionals

    REPORT: The State Of Loyalty Strategies 2018

    Benchmarks: The Customer Loyalty Playbook

    December 11, 2018Emily Collins

    Forrester recently surveyed 45 marketers about their loyalty strategies to understand how they manage and measure customer loyalty and what challenges get in the way of success. This report contains benchmarks for B2C marketing professionals working on increasing customer loyalty and provides an overview of how companies execute on loyalty strategy. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy.

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