Maturity Assessment

Advance Your Approach To Customer Loyalty

Assessment: The Customer Loyalty Playbook

April 14th, 2021
With contributors:
Chahiti Asarpota , Christine Turley


If you're serious about earning and maintaining customer loyalty, you can't treat it as a tactic or a discrete program anymore. Customer loyalty requires strategic alignment, deliberate planning, and financial and cultural commitment. This report, recently updated with new data, is part of the customer loyalty playbook and outlines Forrester's self-assessment and maturity model for B2C marketing pros who strive to build and maintain a successful loyalty strategy.

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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.