Best Practice Report

How To Be A Loyalty Company

Vision: The Customer Loyalty Playbook

January 14th, 2022
With contributors:


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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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.