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For B2C Marketing Professionals

Be A Loyalty Company, Not A Company With A Loyalty Program

Vision: The Customer Loyalty Playbook

January 14, 2019

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This is the Vision report in The Customer Loyalty Playbook For 2019.

Why Read This Report

Loyalty programs are more likely to conjure thoughts of points and discounts than authentic customer relationships. Companies that want to compete for their customers' loyalty need an evolved approach that extends beyond transactional rewards. This report helps B2C marketing pros evolve their outdated thinking around loyalty and build a strategy based in customer insight that meaningfully acknowledges and reinforces customer relationships. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Business Success Hinges On Driving Customer Loyalty
  • Embed And Integrate Loyalty; Don't Isolate It
  • Use Loyalty Insights To Put The Customer Back In Customer Loyalty
  • What It Means

  • Loyalty Is A Phoenix Rising From The Ashes Of Promotions Past
  • Supplemental Material
  • Related Research Documents

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