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For B2C Marketing Professionals

The ROI Of Loyalty Programs

Business Case: The Customer Loyalty Playbook

March 5, 2020


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This is the Business Case report in The Customer Loyalty Playbook For 2021.

Why Read This Report

Loyalty programs help companies identify and collect rich data about their best customers to reward, recognize, and retain them. This report helps B2C marketing professionals make the case for investment in a loyalty program. It provides an ROI model for loyalty program expenditures using Forrester's Total Economic Impact™ (TEI) framework. This is an update of a report previously published under the title "The ROI Of Customer Loyalty." Forrester reviews and revises it periodically for continued relevance and accuracy.

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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's Needs
  • Supplemental Material
  • Related Research Documents

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