Emily Collins

VP, Research Dir

Emily serves B2C marketing professionals. She leads a team of analysts who help clients develop marketing strategies that drive customer obsession and growth. Her team focuses on omnichannel advertising, social marketing, content strategy and intelligence, marketing measurement, and loyalty.

Emily also leads Forrester's customer loyalty and communities coverage. Her research examines loyalty strategy; loyalty programs; consumer trends; and the tools, skills, and processes B2C marketers need to manage and measure loyal customer relationships. She has been cited frequently in publications such as AdAge, CMSWire, CNBC, Direct Marketing News, Forbes, Fortune, and the New York Times.

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Recent Research

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Report

Marketing Through An Experience Lens

June 30th, 2021•3 min read

In marketers' quest to embrace customer-centricity, they've focused too much on what they can do and not enough on what they should do. It's time for marketers to embrace an experience-led approach to their practices to ensure that the customer is always

Report

Advance Your Approach To Customer Loyalty

April 14th, 2021•6 min read

If you're 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, recentl

Mary Pilecki

Emily Collins

Report

The Forrester Wave™: Loyalty Solutions, Q2 2021

April 5th, 2021•19 min read

In our 28-criterion evaluation of loyalty solutions providers, we identified the 14 most significant ones — Annex Cloud, Bond Brand Loyalty, Brierley, Cheetah Digital, Clarus Commerce, Comarch, Epsilon, ICF Next, Kobie, Mastercard Data & Services, Merkle,

Mary Pilecki

Emily Collins

Report

Increase Engagement With A Customer-Centric Loyalty Program Refresh

February 19th, 2021•6 min read

Earning customer loyalty demands more than implementing a rewards program. Seattle-based PCC Community Markets (PCC), the largest community-owned food market in the US, used an enterprisewide approach to build a new loyalty program that boosted customer e

Emily Collins

Sarah Dawson

Report

Assess The Strength Of Your Marketing And CX Alliance

February 18th, 2021•6 min read

This assessment evaluates B2C marketers’ experience-led maturity and explains how to improve collaboration between marketing and CX; use this assessment to drive strategic planning and roadmap development.

Emily Collins

Report

Forrester Infographic: US Consumer Attitudes Toward Loyalty Programs

December 4th, 2020•2 min read

This report provides details of The Forrester Analytics Consumer Technographics® Benchmark Survey, Part 2, 2020 to highlight insights on consumer attitudes towards and interactions with loyalty programs.

Emily Collins

Sarah Dawson

Research Coverage

Planned Research

What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.

Emily Collins

VP, Research Dir

Recent Research

Research Coverage

Planned Research

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