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For B2C Marketing Professionals

The ROI Of Customer Loyalty

Business Case: The Customer Loyalty Playbook

July 5, 2018


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This is the Business Case report in The Customer Loyalty Playbook For 2019.

Why Read This Report

Loyalty programs help companies identify and collect rich data about their best customers in order to reward, recognize, and retain them. This report helps B2C marketing professionals make the case for investment in a loyalty program. It provides a return on investment (ROI) model for loyalty program expenditures using Forrester's Total Economic Impact™ (TEI) framework. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy. For this version, we interviewed additional companies with loyalty program deployments in North America (NA), Europe, and Asia Pacific (AP).

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Table of Contents

  • Promising Long-Term Loyalty Isn't Enough To Secure Program Funding
  • Use Forrester's TEI Framework To Make The Business Case
  • Recommendations

  • Tweak The Model's Assumptions To Meet Your Business Needs
  • Supplemental Material
  • Related Research Documents

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