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For B2C Marketing Professionals

Craft A Loyalty Strategy That Raises Your Firm's Maturity

Strategic Plan: The Customer Loyalty Playbook

December 4, 2017

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This is the Strategic Plan report in The Customer Loyalty Playbook For 2018.

Why Read This Report

Companies that attempt to drive loyalty with points and discounts alone will miss their mark. B2C marketers seeking to build a loyalty strategy that stands out need a game plan that addresses the six competencies of advanced customer loyalty: strategy, data and metrics, performance management, people and organization, program design, and program execution. This report is a guide for building a strategic plan that advances your loyalty maturity level. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. This version aligns with Forrester's updated maturity assessment model.

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