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For B2C Marketing Professionals

Make Sense Of Customer Loyalty Measurement

February 23, 2016

Why Read This Report

Do you know how loyal your customers are? Loyalty means different things to different organizations, and effectively measuring customer loyalty remains a road less traveled by many firms. This report contains a framework designed to help B2C marketing professionals tasked with gauging customer loyalty move past measurement anxiety and identify the metrics to gauge customer loyalty through program health, customer purchase and engagement behavior, and overarching corporate impact. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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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.

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Table of Contents

  • Understanding Customer Loyalty Gives Companies A Competitive Edge
  • Simplify Loyalty Measurement With A Multilevel Framework
  • Recommendations

  • Start With What You Have, And Plan For Future Measurement
  • Supplemental Material
  • Related Research Documents

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