Trends Report

Five Keys To Unlock Additional Funding For Customer Loyalty

January 11th, 2017
Emily Collins, VP, Research Director
Emily Collins VP, Research Director
With contributors:
Mary Pilecki , Arleen Chien , Christine Turley

Summary

Committing to customer loyalty requires ongoing investment in initiatives that influence both the rational and emotional drivers of loyalty. Intuitively, executives understand that this is a worthwhile pursuit, but they often balk at both the level of and return on investment. Why? In some cases, first-generation loyalty programs haven't lived up to their promise; in others, short-term business demands compete with the long-term vision of building everlasting loyalty. This report lays out guidelines for B2C marketing pros to secure additional investment to advance loyalty efforts. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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