Summary
Building customer loyalty requires an orchestrated effort from multiple teams: marketing, technology, customer service, customer insights (CI), and more. A streamlined collaborative approach ensures the consistent development and execution of the loyalty strategy. This report helps B2C marketers working on customer loyalty initiatives understand the key activities required for success, clarify responsibilities, and coordinate activities across roles and functions. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
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