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  • Playbook The Customer Loyalty Playbook For 2019

    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...

  • Report Top Research For Marketers: The Impact Of Privacy

    January 7, 2019 | Mary Pilecki, Stephanie Liu

    Privacy regulations such as the General Data Protection Regulation (GDPR) are changing companies' approaches to privacy and technology vendors' approaches to marketing and analytics. This report...

  • Report The India Credit Cards Customer Experience Index, 2018

    How Indian Credit Card Brands Earn Loyalty With The Quality Of Their Experience
    January 7, 2019 | Amit Bhatia

    How well do leading credit card brands earn loyalty with the quality of their customer experience (CX)? This year, we reveal the rankings of five credit card issuers that we analyzed as part of the...

  • Report Case Study: How Salesforce Built A Highly Effective Customer Success Organization

    Salesforce's Customer Success Group Is A Manifestation Of The Tech Giant's Values
    January 4, 2019 | TJ Keitt

    From Salesforce's inception, its co-CEO Marc Benioff has focused the business on making its clients successful. To fulfill this mission, the tech giant built the Customer Success Group (CSG), an...

  • Report How To Build The Right Portfolio Of Customer Success Services

    Customer Success Management Requires More Than Just A Handful Of Dedicated Success Managers
    January 4, 2019 | TJ Keitt

    Customer success management (CSM) keeps clients of B2B businesses on the path to renewal. Customer success managers are the clients' guides in this process, but they are merely one component in the...

  • Report The India Auto And Home Insurers Customer Experience Index, 2018

    How Indian Auto And Home Insurers Earn Loyalty With The Quality Of Their Experience
    January 3, 2019 | Amit Bhatia

    How well do leading auto and home insurance brands earn loyalty with the quality of their customer experience (CX)? This year, we reveal the rankings of seven auto and home insurers that we...

  • Report The India Banking Customer Experience Index, 2018

    How Indian Banks Earn Loyalty With The Quality Of Their Experience
    January 2, 2019 | Amit Bhatia

    How well do leading banks earn loyalty with the quality of their customer experience (CX)? This year, we reveal the rankings of seven banks that we analyzed as part of the India Customer Experience...

  • 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 The Australia Customer Experience Index, 2018

    How Brands Build Loyalty With The Quality Of Their Experience
    December 26, 2018 | Riccardo Pasto, 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 36 brands across six industries in the Australia Customer...

  • Report The UK Customer Experience Index, 2018

    How Brands Build Loyalty With The Quality Of Their Experience
    December 21, 2018 | Joana van den Brink-Quintanilha, Alex Causey

    How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of all 36 brands across five industries in the UK CX Index....

  • 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...

  • Webinar The Psychology Of Points

    December 18, 2018 | Emily Collins, Anjali Lai

    Brands across industries invest 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...

  • Report Now Tech: Content Marketing Platforms, Q4 2018

    Forrester's Overview Of 33 Content Marketing Platform Providers
    December 17, 2018 | Ryan Skinner

    You can use content marketing platforms (CMPs) to increase collaboration around content, improve content performance, and accelerate production. But to access these benefits, you'll first have to...

  • Report Now Tech: Content Production Agencies, Q4 2018

    Forrester's Overview Of 24 Content Production Agencies
    December 17, 2018 | Ryan Skinner

    You can use content production agencies (CPAs) to accelerate your go-to-market strategies, produce higher quality content consistently and at scale, and keep content costs manageable. But to access...

  • 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 Credible, Empathetic Content Wins Over Elusive B2B Buyers

    Four Practices Deliver Value And Engage Your Buyers' Attention
    December 7, 2018 | Laura Ramos, Matthew Camuso

    Self-sufficient and digitally adept business buyers are tired of wading through piles of marketing and sales content that isn't helpful or interesting. B2B marketers need to step away from...

  • 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 The India Customer Experience Index, 2018

    How Brands Build Loyalty With The Quality Of Their Experience
    November 26, 2018 | Amit Bhatia

    How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of all 36 brands across six industries in the India Customer...

  • 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

    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 For B2C Marketers, Customer Data Platforms Overpromise And Underdeliver

    Simplicity Isn't Enough To Solve Complex Marketing Challenges
    October 26, 2018 | Joe Stanhope, Stephanie Liu

    Enterprise B2C marketers face the convoluted task of wrangling myriad customer data to deliver customer-centric, contextually relevant engagement. Amid this challenge, customer data platforms...

  • Report Help Happy Customers Share Their Delight By Prioritizing Post-Sale Marketing

    How To Create Customer Advocacy Programs That Boost Your Brand's Influence And Success
    October 25, 2018 | Laura Ramos

    Customers would rather share their knowledge, experience, and advice than deliver some inconsequential, promotional testimonial. To tether post-sale experiences to authentic advocacy, B2B marketers...

  • Report Predictions 2019: B2B Marketing And Sales

    Leaders Embrace Full Life-Cycle Engagement
    October 25, 2018 | Caroline Robertson

    As B2B marketers increasingly lead the entire buying experience, they must establish a foundation of insights and pivot from campaign to engagement design that encompasses both digital and human...

  • Report Real-Time Processes For Real-Time Social Marketing

    Processes: The Social Marketing Playbook
    October 24, 2018 | Jessica Liu

    Social networks are a real-time media channel, yet marketers have trouble managing social content in real time. B2C marketers underestimate the volume and pace requirements of social marketing and...

  • Report The Art Of Notifications

    Design Experiences To Engage Your Customers In Key Moments
    October 22, 2018 | Julie A. Ask

    Today's digital experiences — including mobile messages — place too much cognitive load on consumers. The effectiveness of mobile messages depends on both the use case and the content. Consumers...

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