Best Practice Report

How Employee Experience Drives Customer Loyalty

The Secret: Put Employee Emotions At The Center Of Consumer Loyalty

April 8th, 2024
With contributors:
James McQuivey, PhD , Cole Walsh , Camille Floyd , Christine Turley


Firms can be successful in improving customer loyalty through incremental changes to their loyalty programs. But the most powerful, lasting changes happen when firms embrace human-centricity, generating positive emotions in employees throughout their experiences at work that reverberate through to customers. It requires fundamental, systemic changes in thinking and processes, but it’s happening in a handful of companies. Read this report to learn what they’re doing and how you can follow their lead.

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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.