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The Customer Loyalty Playbook For 2017

Create An Evolved Loyalty Strategy, Not Just An Effective Program

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...

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  • For B2C Marketing Professionals

    Report

    Report Advance Your Approach To Customer Loyalty

    Assessment: The Customer Loyalty Playbook
    August 21, 2017 | 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,...

  • For Customer Experience Professionals

    Report

    Report How To Build A Viable B2B Customer Health Assessment

    Health Assessments Help B2B CX Pros Link Customer Experience To Business Success
    August 16, 2017 | TJ Keitt

    Business-to-business (B2B) companies are embracing customer success management to improve customer experience (CX). But how can they prove the efficacy of their efforts? Enter customer health...

  • For B2C Marketing Professionals

    Report

    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,...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Customer Loyalty Solutions

    Tools And Technology: The Customer Loyalty Playbook
    August 14, 2017 | Emily Collins

    Are you among the many business-to-consumer (B2C) marketers who are trying to boost customer loyalty but confused by the number and variety of vendors offering loyalty solutions? The escalating...

  • For Customer Experience Professionals

    Report

    Report The US Customer Experience Index, 2017

    How Brands Build Loyalty With The Quality Of Their Experience
    August 1, 2017 | Rick Parrish

    How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of all 314 brands across 21 industries in the US CX Index. We...

  • For B2C Marketing Professionals

    Report

    Report Elevate Loyalty Strategies With Digital Ecosystems

    Empowered Consumers In Asia Pacific Demand Versatile, Digital, And Localized Loyalty Programs
    July 17, 2017 | Xiaofeng Wang

    Empowered consumers have more options than ever before, and customers of firms in Asia Pacific are particularly fickle. As a result, brands' standalone loyalty programs have been losing the charm...

  • For CIO Professionals

    Report

    Report Vendor Landscape: Wellness Platforms For Customer Engagement And Loyalty

    Wellness Platforms Offer Payers And Providers An Opportunity To Deepen Customer Engagement
    July 10, 2017 | Kate McCarthy, Alex Kramer

    For years, employers have used wellness applications to decrease employee healthcare spending. As health insurance delivered via B2C grows, these platforms have become useful tools for payers and...

  • For B2C Marketing Professionals

    Report

    Report Get All Hands On Deck To Reinforce Customer Loyalty

    Organization: The Customer Loyalty Playbook
    July 7, 2017 | Emily Collins

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

  • For B2C Marketing Professionals

    Report

    Report Executive Q&A: Make The Most Of Your Loyal Advocates

    Continuous Improvement: The Customer Loyalty Playbook
    June 20, 2017 | Emily Collins

    One of the purported benefits of loyal customers is that they recommend you to friends and family — and recommendations and referrals are great ways to acquire qualified prospects who are more...

  • For B2C Marketing Professionals

    Report

    Report The ROI Of Customer Loyalty

    Business Case: The Customer Loyalty Playbook
    June 1, 2017 | Emily Collins, Reggie Lau

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

  • For Customer Experience Professionals

    Report

    Report Rethink Customer Service To Build Emotional Engagement

    Strategies For Building Customer Loyalty With Empathy And Human Interactions
    May 22, 2017 | Riccardo Pasto

    Service organizations aiming only to appeal to the rational side of customers' needs will have an increasingly difficult time maintaining loyalty. Companies with a reputation for great service...

  • For B2C Marketing Professionals

    Report

    Report Marketers: Leverage Your Agency Ecosystem To Take Loyalty Beyond The Program

    May 19, 2017 | Emily Collins, Sarah Sikowitz

    Loyalty programs house valuable insights that drive customer-centric experiences across the life cycle. But they are often buried or isolated from the rest of marketing's branding, acquisition, and...

  • For B2C Marketing Professionals

    Report

    Report How Consumers Really Feel About Loyalty Programs

    Landscape: The Customer Loyalty Playbook
    May 8, 2017 | Emily Collins

    Loyalty programs are ubiquitous, but consumer appetite for the promise of savings and recognition is not dwindling. Consumers are asking for more and expect programs to deliver beyond the points....

  • For Customer Experience Professionals

    Report

    Report Chinese Banks Must Embrace Customer Experience To Achieve Sustainable Growth

    Traditional Banks Need To Up Their CX Game To Stay Relevant In An Increasingly Competitive Market
    March 20, 2017 | Riccardo Pasto

    To achieve sustainable business growth in an increasingly competitive market, Chinese banks can no longer rely on commoditized products and services. Innovative banks that create value for their...

  • For B2C Marketing Professionals

    Report

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

    Vision: The Customer Loyalty Playbook
    January 31, 2017 | Emily Collins

    Customer loyalty strategies come with a lot of baggage: They are synonymous with points and discounts. But it's time for a reality check. Loyalty is both behavioral and emotional, and companies...

  • For B2C Marketing Professionals

    Report

    Report Marketers: Use Email To Cultivate Your Relationship With Loyal Customers

    Best Practices For Retaining Relationships Through Email
    January 31, 2017 | Emily Collins, Rebecca McAdams

    Loyal customers engage more, spend more, and are more likely to consider and recommend a brand for future purchase. Yet loyalty and email marketers communicate with them the same way they connect...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Customer Advocacy 2016: Drive Cross-Sell And Loyalty By Focusing On Advocacy

    US Customers Rate Their Banks, Credit Card Providers, Insurers, And Wealth Management Firms On Advocacy And Future Purchase Intent
    January 27, 2017 | Alyson Clarke

    Forrester has shown that customer advocacy — customers' perception that a firm does what's best for them, not just what's best for the firm's own bottom line — is the key driver of loyalty and...

  • For B2C Marketing Professionals

    Report

    Report Improve Loyalty Measurement With Behavioral And Emotional Metrics

    Performance Management: The Customer Loyalty Playbook
    January 25, 2017 | 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...

  • For B2C Marketing Professionals

    Report

    Report Case Study: Max Factor China Rejuvenates Customers' Loyalty With Social CRM

    January 18, 2017 | Xiaofeng Wang

    B2C marketers find it increasingly challenging to earn loyalty as empowered consumers become entitled customers with more options than ever before. This case study explores how Max Factor invested...

  • For Customer Experience Professionals

    Report

    Report Drive Revenue With Great Customer Experience, 2017

    Many customer experience (CX) pros find it hard to show the connection between improving CX and growing revenue. That's why Forrester built models that demonstrate how CX improvements drive revenue...

  • For B2C Marketing Professionals

    Report

    Report Five Keys To Unlock Additional Funding For Customer Loyalty

    January 11, 2017 | Emily Collins

    Committing to customer loyalty requires ongoing investment in initiatives that influence both the rational and emotional drivers of loyalty. Intuitively, executives understand that this is a...

  • For Customer Experience Professionals

    Report

    Report Customer Success Management Is The Key To Outstanding B2B Customer Experiences

    CX Leaders Must Embrace Customer Success Management To Ensure Customer Loyalty
    January 5, 2017 | TJ Keitt

    For many business-to-business (B2B) companies, selling new products and services to current customers is the pathway to growth. To get customers to spend more, though, B2B firms must prove they've...

  • For B2C Marketing Professionals

    Report

    Report Pave A Clear Path To Advanced Loyalty

    Road Map: The Customer Loyalty Playbook
    November 30, 2016 | 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...

  • For Customer Experience Professionals

    Report

    Report The France Customer Experience Index, 2016

    Repeat Winners Hold Steady As The Overall Quality Of CX Worsens In France

    How well do leading brands build loyalty with the quality of their customer experience (CX)? In this report, we reveal the top performers in France as well as the leaders and laggards in the credit...

  • For Customer Experience Professionals

    Report

    Report The Germany Customer Experience Index, 2016

    CX Quality In Germany Is OK, With No Individual Movers Or Shakers

    Which German brands create the most loyalty with their customers? This report applies Forrester's CX Index™ methodology to German brands to uncover how easy it is to do business with them, how...

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