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: The Psychology Of Points

    Landscape: The Customer Loyalty Playbook

    October 11, 2018Emily Collins, Anjali Lai

    Brands across industries pump millions of dollars into loyalty programs that offer the same mix of points, discounts, and material benefits. But do they capture the hearts and wallets of empowered consumers? This report uses Forrester Analytics Consumer Technographics® 360 research to explain how consumers perceive loyalty programs and what B2C marketers need to do to improve their programs' ability to drive emotional loyalty.

  • For B2C Marketing Professionals

    REPORT: Brands Forget The Rules Of Modern Marketing When Crisis Hits

    Manage Risk And Reputation With A Customer-Obsessed Approach

    August 23, 2018Emily Collins, Jim Nail

    Bad news: Your brand crisis is inevitable. And your traditional crisis management protocol will only make it worse with its cold, corporate, "control and communicate" ways, entirely at odds with customer obsession. This report helps B2C marketers step up their role in crisis management, apply the rules of modern marketing to shift from mouthpiece to authentic dialog, and accelerate a brand's journey from crisis to recovery mode.

  • For B2C Marketing Professionals

    REPORT: Get All Hands On Deck To Reinforce Customer Loyalty

    Organization: The Customer Loyalty Playbook

    July 5, 2018Emily Collins

    Building customer loyalty requires an orchestrated effort from multiple teams: marketing, technology, customer service, customer insights (CI), and more. A streamlined collaborative approach ensures the consistent development and execution of the loyalty strategy. This report helps B2C marketers working on customer loyalty initiatives understand the key activities required for success, clarify responsibilities, and coordinate activities across roles and functions. 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: The ROI Of Customer Loyalty

    Business Case: The Customer Loyalty Playbook

    July 5, 2018Emily Collins, Reggie Lau

    Loyalty programs help companies identify and collect rich data about their best customers in order to reward, recognize, and retain them. This report helps B2C marketing professionals make the case for investment in a loyalty program. It provides a return on investment (ROI) model for loyalty program expenditures using Forrester's Total Economic Impact™ (TEI) framework. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy. For this version, we interviewed additional companies with loyalty program deployments in North America (NA), Europe, and Asia Pacific (AP).

  • For B2C Marketing Professionals

    REPORT: Improve Loyalty Measurement With Behavioral And Emotional Metrics

    Performance Management: The Customer Loyalty Playbook

    June 28, 2018Emily Collins

    Earning customer loyalty is critical to business success and B2C marketers need to be able to measure and demonstrate that loyalty to the business. Marketers predominantly rely on retention metrics to measure the effectiveness of their loyalty strategies, but that approach ignores the emotional context of customer relationships. This report will help marketers select metrics that uncover both the customer behaviors and feelings that contribute to customer loyalty.

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