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For B2C Marketing Professionals

Create An Evolved Loyalty Strategy, Not Just An Effective Program

Executive Overview: The Customer Loyalty Playbook

December 27, 2018


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This is the Executive Overview in The Customer Loyalty Playbook For 2019.

Why Read This Playbook

Business-to-consumer (B2C) marketing professionals must help their firms mature their approach to customer loyalty to drive retention, engagement, and advocacy. Strategies that rely purely on loyalty programs offering points and discounts miss an opportunity to drive deeper engagement through emotional loyalty. This playbook addresses the foundational strategies, technologies, and best practices that make intelligent and lasting customer loyalty possible. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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