Intelligence-Driven Loyalty

This report outlines the vision of Forrester's solution for customer intelligence executives working on driving customer loyalty. Many loyalty programs fail because they focus too heavily on discounts or they lack differentiation. Armed with customer intelligence and a deep understanding of how customers interact with a product or service, loyalty programs can provide targeted offers and interactions that go beyond the transactional level. Marketers who infuse their loyalty programs with customer intelligence will find an additional benefit: Loyalty energizes customer intelligence with a wealth of additional customer data. This report is designed to help you understand the mutually beneficial relationship between customer intelligence and customer loyalty and is an update to "The Case For Intelligence-Driven Loyalty" originally published on January 10, 2011. Content and examples were updated to reflect the current state of loyalty programs.