Trends Report

Change Is Good, Even For Loyalty Programs

How To Evolve Your Program Without Alienating Members

October 19th, 2016
Emily Collins, VP, Research Director
Emily Collins VP, Research Director
Anjali Lai, null
Anjali Lai
With contributors:
Mary Pilecki , Arleen Chien , Laura Glazer

Summary

When it comes to loyalty programs, change isn't always bad. After all, B2C marketers must modify their program benefits and engagement mechanisms to keep empowered customers interested and participating. But sometimes, consumer perception of even the most well-intentioned changes is not what marketers expect and hope for. Whatever the impetus for change, this report will help B2C loyalty marketers get smarter about their approach to change and how they manage and mitigate the consumer response.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.