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For B2C Marketing Professionals

Advance Your Approach To Customer Loyalty

November 16, 2016

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This is the Assessment report in The Customer Loyalty Playbook For 2017.

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Why Read This Report

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 B2C marketing 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; we revised this edition to factor in the importance of organizational structure, resources, and the member experience in loyalty strategy execution.

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Table of Contents

  • A Program Alone Isn't Enough To Win Your Customers' Loyalty
  • On Your Mark: Take Stock Of Your Current Loyalty Strategy
  • Get Set: Walk A Mile In Your Customers' Shoes
  • Recommendations

  • Go: Unleash The Loyalty Legend Within
  • Supplemental Material
  • Related Research Documents

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