Best Practice Report

Your Devoted Customers: How To Find Them, Why They Matter, And How To Make More Of Them

June 7th, 2022
With contributors:
Harley Manning , Daniel Portillo , Kate Pierpont


Forrester has identified a type of customer that generates up to twice the revenue of typical customers and is far less likely to ever leave their favorite brand. The reason they’re so loyal: They’re having an excellent customer experience. We call these super-loyal customers “devotees.” Devotees report a deeper level of engagement with a brand, greater value alignment, and more positive emotional experiences. This report guides customer experience (CX) professionals on how to find their current devotees and how to convert more of their other customers into devotees.

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This report is available for individual purchase ($1495).

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.