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Report The Psychology Of Points

Landscape: The Customer Loyalty Playbook

May 8, 2019 | Emily Collins, Anjali Lai

Brands across industries pump millions of dollars into loyalty programs that offer the same mix of points, discounts, and material benefits. But do they capture the hearts and wallets of empowered...

Report The ROI Of Customer Loyalty

Business Case: The Customer Loyalty Playbook

April 18, 2019 | Emily Collins, Reggie Lau

Loyalty programs help companies identify and collect rich data about their best customers to reward, recognize, and retain them. This report helps B2C marketing professionals make the case for...

Report The Forrester Wave™: Loyalty Technology Platforms, Q2 2019

Tools And Technology: The Customer Loyalty Playbook

April 9, 2019 | Emily Collins

In our 28-criterion evaluation of loyalty technology platforms, we identified the 13 most significant ones — Aimia, Annex Cloud, Brierley+Partners, Cheetah Digital, Clutch, Collinson, Comarch,...

Report Be A Loyalty Company, Not A Company With A Loyalty Program

Vision: The Customer Loyalty Playbook

January 14, 2019 | Emily Collins

Loyalty programs are more likely to conjure thoughts of points and discounts than authentic customer relationships. Companies that want to compete for their customers' loyalty need an evolved...

Report Perk Up Your Loyalty Program

Continuous Improvement: The Customer Loyalty Playbook

January 8, 2019 | Emily Collins, Arleen Chien

Loyalty programs have been around for more than 35 years, and consumers are growing tired of their banality. B2C marketers looking to launch or relaunch programs need to orchestrate, package, and...

Report Create An Evolved Loyalty Strategy, Not Just An Effective Program

Executive Overview: The Customer Loyalty Playbook

December 27, 2018 | Emily Collins, Arleen Chien

Business-to-consumer (B2C) marketing professionals must help their firms mature their approach to customer loyalty to drive retention, engagement, and advocacy. Strategies that rely purely on...

Report Craft A Loyalty Strategy That Raises Your Firm's Maturity

Strategic Plan: The Customer Loyalty Playbook

December 20, 2018 | Emily Collins

Companies that attempt to drive loyalty with points and discounts alone will miss their mark. B2C marketers seeking to build a loyalty strategy that stands out need a game plan that addresses the...

Report The State Of Loyalty Strategies 2018

Benchmarks: The Customer Loyalty Playbook

December 11, 2018 | Emily Collins

Forrester recently surveyed 45 marketers about their loyalty strategies to understand how they manage and measure customer loyalty and what challenges get in the way of success. This report...

Report Advance Your Approach To Customer Loyalty

Assessment: The Customer Loyalty Playbook

November 28, 2018 | Emily Collins

If you are serious about earning and maintaining customer loyalty, you can't treat it as a tactic or a discrete program anymore. Customer loyalty requires strategic alignment, deliberate planning,...

Report Pave A Clear Path To Advanced Loyalty

Road Map: The Customer Loyalty Playbook

November 15, 2018 | Emily Collins

B2C marketing professionals striving to increase customer loyalty face many challenges, including myopic me-too strategies, disparate data, siloed customer insights, and inadequate measurement...

Report Predictions 2019: B2C Marketing

Consumer Power Pushes Marketers To Better Data And Experiences, But Not Without A Few Fumbles

November 8, 2018 | Jessica Liu, Emily Collins, Fatemeh Khatibloo

Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preference and privacy taking center stage in 2018, B2C...

Report Now Tech: Loyalty Marketing, Q4 2018

October 22, 2018 | Emily Collins

You can use loyalty marketing vendors to develop loyalty strategies, design and manage loyalty programs, and measure your loyalty marketing efforts. But to access these benefits, you'll first have...

Report Brands Forget The Rules Of Modern Marketing When Crisis Hits

Manage Risk And Reputation With A Customer-Obsessed Approach

August 23, 2018 | Emily Collins, Jim Nail

Bad news: Your brand crisis is inevitable. And your traditional crisis management protocol will only make it worse with its cold, corporate, "control and communicate" ways, entirely at odds with...

Report Get All Hands On Deck To Reinforce Customer Loyalty

Organization: The Customer Loyalty Playbook

July 5, 2018 | Emily Collins

Building customer loyalty requires an orchestrated effort from multiple teams: marketing, technology, customer service, customer insights (CI), and more. A streamlined collaborative approach...

Report Improve Loyalty Measurement With Behavioral And Emotional Metrics

Performance Management: The Customer Loyalty Playbook

June 28, 2018 | Emily Collins

Earning customer loyalty is critical to business success and B2C marketers need to be able to measure and demonstrate that loyalty to the business. Marketers predominantly rely on retention metrics...

Report Harness Loyalty Insights To Build Business Advantage

Processes: The Customer Loyalty Playbook

April 2, 2018 | Emily Collins

Many B2C marketers deploy loyalty programs to incentivize behavior and collect valuable customer data. But most squander the full opportunity of their investment when they fail to convert data into...

Report Build A Loyalty Strategy With Global Appeal

December 12, 2017 | Emily Collins, Arleen Chien

We've recently seen a spike in questions from brands about the global demand for loyalty programs, and customer loyalty solution vendors have their sights set on international growth. When thinking...

Report The State Of Loyalty Strategies 2017

November 30, 2017 | Emily Collins

Forrester recently surveyed 99 marketers about their loyalty strategies to understand how they manage and measure customer loyalty and what challenges get in the way of success. This report...

Report Predictions 2018: The Revolution That Is Customer-Obsessed Marketing Finally Begins

November 8, 2017 | Emily Collins

All B2C marketers have heard about the importance of customer experience. Some even claim to be customer obsessed, prioritizing customer understanding, brand strategy, and customer experience. But...

Report The Forrester Wave™: Customer Loyalty Solutions, Q3 2017

The 13 Providers That Matter Most, And How They Stack Up

August 14, 2017 | Emily Collins

In our 30-criteria evaluation of customer loyalty solutions, we identified the 13 most significant ones — Aimia, Bond Brand Loyalty, Brierley+Partners, Collinson Group, Comarch, CrowdTwist,...

Report Vendor Landscape: Customer Loyalty Solutions