Best Practice Report

Emotional Loyalty Is Critical To Customer Retention And Brand Devotion

Loyalty Isn’t Just About Programs Anymore

August 2nd, 2021
Mary Pilecki, VP, Principal Analyst
Mary Pilecki VP, Principal Analyst
With contributors:
Emily Collins , Cole Walsh , Fatemeh Khatibloo , Anjali Lai , Jim Nail , Chahiti Asarpota

Summary

Marketers measure behavioral loyalty regularly, but outside of the customer experience team, they haven’t traditionally tracked customers’ emotions toward their brands as a component of their loyalty metrics. Emotional loyalty is an outcome that’s critical to building brand energy — the first step toward stimulating behaviors that matter. This report helps marketers understand why and how to use emotional and behavioral loyalty to drive retention and brand devotion.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.