Best Practice Report

How To Be A Loyalty Company

Vision: The Customer Loyalty Playbook

January 14th, 2022
Mary Pilecki, VP, Principal Analyst
Mary Pilecki VP, Principal Analyst
With contributors:
Emily Collins , Shar VanBoskirk , Cole Walsh , Marissa Fritz

Summary

B2C marketers are already onboard with the idea that earning customer loyalty requires more than just offering a loyalty program. Yet they struggle to evolve their efforts when faced with the scope and complexity of this perspective: Any interaction a customer has with a brand has the potential to impact their loyalty. It’s difficult to define what contributes to loyalty, who owns it, and how to measure it. This report provides foundational guidance for establishing a coordinated enterprisewide approach for earning and maintaining customer loyalty.

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