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For B2C Marketing Professionals

Get All Hands On Deck To Reinforce Customer Loyalty

Organization: The Customer Loyalty Playbook

July 5, 2018

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

Why Read This Report

Building customer loyalty requires an orchestrated effort from multiple teams: marketing, technology, customer service, customer insights (CI), and more. A streamlined collaborative approach ensures the consistent development and execution of the loyalty strategy. This report helps B2C marketers working on customer loyalty initiatives understand the key activities required for success, clarify responsibilities, and coordinate activities across roles and functions. 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

  • Customer Loyalty Is A Companywide Responsibility
  • Firms Take One Of Two Approaches To Achieving Customer Loyalty
  • Recommendations

  • Include All Parties In Determining The Stakeholder Map
  • Related Research Documents

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