Summary
Companies that attempt to drive loyalty with points and discounts alone will miss their mark. B2C marketers seeking to build a loyalty strategy that stands out need a game plan that addresses the six competencies of advanced customer loyalty: strategy, research, process, technology, measurement, and people. This report is a guide for building a strategic plan that advances your loyalty maturity level. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. This version aligns with Forrester's updated maturity assessment model.
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