Committing to customer loyalty requires ongoing investment in initiatives that influence both the rational and emotional drivers of loyalty. Intuitively, executives understand that this is a worthwhile pursuit, but they often balk at both the level of and return on investment. Why? In some cases, first-generation loyalty programs haven't lived up to their promise; in others, short-term business demands compete with the long-term vision of building everlasting loyalty. This report lays out guidelines for B2C marketing pros to secure additional investment to advance loyalty efforts. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.