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For B2C Marketing Professionals

How To Be A Loyalty Company

Vision: The Customer Loyalty Playbook

February 28, 2020

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This is the Vision report in The Customer Loyalty Playbook For 2021.

Why Read This Report

B2C marketers are already onboard with the idea that earning customer loyalty requires more than just offering a loyalty program. Yet they struggle to evolve their efforts when faced with the scope and complexity of this perspective: Any interaction a customer has with a brand has the potential to impact their loyalty. It's difficult to define what contributes to loyalty, who owns it, and how to measure it. This report provides foundational guidance for establishing a coordinated enterprisewide approach for earning and maintaining customer loyalty. This is an update of a report previously published under the title "Be A Loyalty Company, Not A Company With A Loyalty Program"; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • A Program Alone Isn't Enough To Earn Your Customers' Loyalty
  • Earning Loyalty Must Be An Enterprisewide Effort
  • What It Means

  • Loyalty Companies Will Do Business Differently
  • Supplemental Material
  • Related Research Documents

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