Best Practice Report

Social Loyalty

How To Find, Create, And Nurture Brand Advocates

June 25th, 2008
LB
Lisa Bradner
With contributors:
Jaap Favier , Evadne Cokeh , Alice Bresciani

Summary

Marketers need engagement to create long-lasting brand relationships, but how should they try to create these — and with whom? Traditionally, loyalty programs have provided transactional interactions with customers. But marketers who embrace social loyalty — brand affinity built on the connection of consumers to the brand as well as to each other — can use it to move their loyalty programs from mercenary rewards to a portal for identifying, creating, and nurturing high-value customers.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.