Why Read This
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 customer insights (CI) pros who wish to create a successful loyalty strategy. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.