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For B2C Marketing Professionals

Advance Your Approach To Customer Loyalty

Assessment: The Customer Loyalty Playbook

August 21, 2017

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

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 strive to build and maintain 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 report to reflect Forrester's updated assessment maturity model.

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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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