Five Keys To Unlock Additional Funding For Customer Loyalty

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.