Best Practice Report

Use Personalization To Drive Loyalty And Customer Obsession

January 28th, 2020
With contributors:
Brigitte Majewski , Chahiti Asarpota , Madison Bakalar


The personalization imperative for loyalty is clear: Companies that can’t meet customer expectations for relevance and value risk losing their customers to brands that can deliver. But it’s hard to get personalization right. Marketers collect information that they can’t use and rely too much on simplistic product- or purchase-focused tactics. This report helps B2C marketers adjust their personalization approach to create memorable and meaningful experiences for their best customers.

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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.