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For B2C Marketing Professionals

Make Sense Of Customer Loyalty Measurement

February 23, 2016

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This is the Performance Management report in The Customer Loyalty Playbook For 2016.

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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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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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