Trends Report

Conditional Love: What It Really Takes To Keep Customers Faithful

Use A 6C Strategy As A Roadmap For Achieving True Consumer Understanding

June 3rd, 2022


When creating relevant and personalized experiences, companies often claim they already know their customers well enough to accomplish this goal. But too often they use the same list of banal customer data categories to get equally banal business results. The outcome: They don’t understand the required “conditions” to win and retain a customer’s love of the brand — and that customer’s initial and ongoing business. This report provides CMOs and digital professionals with an organized model — a 6C strategy — to understand individual customers at their core and thereby create personalized, relevant experiences that keep them faithful to the brand before, during, and between purchases.

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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.