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For B2C Marketing Professionals

Harness Loyalty Insights To Build Business Advantage

Processes: The Customer Loyalty Playbook

September 13, 2017

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

Why Read This Report

Many companies that invest in customer loyalty deploy loyalty programs that both incentivize behavior and collect valuable data from engaged and loyal customers. It's easy to treat loyalty as a separate silo within marketing, but the benefits of embracing the loyalty insights that firms can derive from that data have broad-reaching implications for the stability and strength of customer relationships. This report will help B2C marketers push loyalty beyond the program and apply loyalty insights across the organization. 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

  • The Data You Collect From Loyal Customers Is An Untapped Gold Mine
  • Use Governance To Close The Gap Between Insight And Action
  • Recommendations

  • Take Control Of Your Customer Loyalty Strategy
  • Supplemental Material
  • Related Research Documents

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