Skip to main content

Save or Share this Report

For B2C Marketing Professionals

Improve Loyalty Measurement With Behavioral And Emotional Metrics

Performance Management: The Customer Loyalty Playbook

October 4, 2019

Primary author headshot


Playbook icon

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

Why Read This Brief

Earning customer loyalty is critical to business success, and B2C marketers need to be able to measure and demonstrate that loyalty to the business. Marketers predominantly rely on retention metrics to measure the effectiveness of their loyalty strategies, but that approach ignores the emotional context of customer relationships. This report will help marketers select metrics that uncover both the customer behaviors and feelings that contribute to customer loyalty. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this report to reflect Forrester's updated maturity assessment model.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($395 USD).


Table of Contents

  • Marketers Default To Retention Metrics To Gauge Customer Loyalty
  • True Loyalty Measurement Combines Customer Behaviors And Emotion
  • Recommendations

  • Build A Measurement Framework Based On Cause And Effect
  • Supplemental Material
  • Related Research Documents

Recommended Research