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The Customer Loyalty Playbook For 2020

Create A Loyalty Strategy, Not Just A Rewards Program

Earning customer loyalty demands more than implementing a rewards program. Strategies that rely purely on loyalty programs offering points and discounts miss an opportunity to drive deeper...

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  • Report The Canada Customer Experience Index, 2017

    How Brands Build Loyalty With The Quality Of Their Experience
    August 28, 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 192 brands across 18 industries in the Canada CX Index...

  • Report The Canada Customer Experience Index, 2016

    Canadian Company Scores Reveal A Year Of Stagnation
    September 29, 2016 | Rick Parrish

    How well do leading brands build loyalty with the quality of their customer experience (CX)? In this report, we reveal the top performers in Canada and the specific brands that you must beat to...

  • Report The Canada Customer Experience Index, 2015

    Benchmarking The Canadian Brands That Create The Most Loyalty With Their Customer Experience
    June 8, 2015 | Megan Burns, Corey Stearns

    Six in 10 Canadian companies want to improve their customer experience (CX) in 2015. Forrester's Canada Customer Experience Index (CX Index™) benchmarks 194 companies that do business in Canada...

  • Report The US Customer Experience Index, Q1 2015

    Benchmarking The US Brands That Create The Most Loyalty With Their Customer Experience
    April 20, 2015 | Megan Burns

    Three-quarters of companies want to improve their customer experience (CX) in 2015. Forrester's first US Customer Experience Index (CX Index™) benchmark of 2015 sets the baseline that will tell 299...

  • Report The Business Impact Of Customer Experience, 2012

    March 26, 2012 | Megan Burns

    This report outlines the business case for customer experience professionals seeking to discover the business benefits of improving customer experience in an experience-driven organization. Years...

  • Report iPhone 4S Cements Apple's Product Strategy Leadership Position

    Apple's Cross-Device Product Strategy Drives Product Differentiation And Customer Loyalty
    November 22, 2011 | Thomas Husson, Charles S. Golvin

    Let's face it: Many observers, anticipating a redesign and a raft of hardware innovations, reacted with disappointment to Apple's iPhone 4S unveiling. Does it matter? No. Why? Because Apple...

  • Report Embedding Social Media Into The Marketing Mix

    How Interactive Marketers Can Use Social Media To Enhance Other Channels
    April 15, 2011 | Sean Corcoran

    Social media is now embedded in every aspect of the customer journey — from ratings and reviews to "like" buttons to tweets. The opportunity for interactive marketing has evolved from building...

  • Report Welcome To The Multidevice, Multiconnection World

    Product Loyalty's New Calculus
    January 25, 2011 | Charles S. Golvin

    Connectivity is becoming a default feature in a diverse range of consumer products, from portables like tablets and eReaders to TVs and Blu-ray players. As the cost of adding connectivity to...

  • Report Travelers Are Cashing In On Loyalty Programs

    How US Online Travelers Redeem Travel Loyalty Points And Rewards
    November 16, 2009 | Henry H. Harteveldt, Elizabeth Stark

    Travel loyalty programs may be old news, but that old news pays the bills and generates revenue in the billions of dollars every year for travel companies. Forrester data shows that half — 52% — of...

  • Report Technographics® Survey Highlights: Shopping Habits Of Loyalty Program Subscribers

    September 4, 2009 | Jacqueline Anderson

    This highlight deck summarizes the key findings related to loyalty programs from Forrester's North American Technographics Retail Online Survey, Q3 2009 (US). This is the second survey highlight in...

  • Report A Deep Dive Into European Consumers' Online Behavior, 2009

    Consumers' Uptake Of Social Activities Deepens Their Online Engagement
    August 13, 2009 | Olesia Klevchuk

    For more than 10 years, Forrester has been tracking consumers' online and offline behavior in Europe. In recent years, we've published a dedicated report about their online behavior to understand...

  • Report The State Of Customer Experience, 2009

    Customer Experience Management Enters Into Adolescence
    April 24, 2009 | Bruce D. Temkin

    Executives have been saying for awhile that customer experience is important. Only recently, however, have many of them begun to understand its direct link with loyalty. As a result, companies are...

  • Report What Airline Passengers Value — And What Airline eBusiness Professionals Need To Do About It

    Passengers Place More Importance On Convenience Than Price
    April 13, 2009 | Henry H. Harteveldt, Elizabeth Stark

    US airline passengers find convenience and price to be the two most important criteria when selecting an airline. Seventy-five percent of all US online air passengers choose the airline they fly...

  • Report What US Mass-Affluent Investors Want From Their Investment Firms' Web Sites

    Account And Portfolio Data Remain Most Important
    April 9, 2009 | Bill Doyle, Peter Wannemacher

    Mass-affluent investors represent one-third of all US households and control about the same proportion of retail investment assets. Four in five online mass-affluent investors have visited their...

  • Report Using Electronic Alerts To Deepen Financial Customer Relationships

    Target Channel And Content Preferences To Drive Demand
    March 13, 2009 | Edward Kountz

    US financial institutions seeking to deepen relationships through improved customer communications are deploying proactive email and SMS alerts. In tight economic times, this strategy offers a way...

  • Report Customer Experience And Loyalty: A Closer Look

    Impact Of Usefulness, Ease Of Use, And Enjoyability Differs Across Industries
    March 6, 2009 | Bruce D. Temkin

    Forrester examined the correlation between customer experience and loyalty across 12 industries: airlines, banks, cell phone service providers, credit card providers, hotels, insurance firms,...

  • Report Customer Experience Correlates To Loyalty

    Customer Experience Is Even More Correlated To Loyalty Than Last Year
    February 17, 2009 | Bruce D. Temkin

    Using data from nearly 4,700 consumer surveys, Forrester examined the correlation between the customer experiences delivered by more than 100 US firms and the loyalty of their customers. Our...

  • Report What US Affluent Investors Want From Their Investment Firms' Web Sites

    Account Data Is Most Important, With Vanguard Rated Highest For Quality
    February 12, 2009 | Bill Doyle, Peter Wannemacher

    More than three-quarters of all US online affluent investors use their investment firms' Web sites, up from two-thirds in 2005. What site features do they value most? Balances and holdings are by...

  • Report eBusiness' Role In Regaining Traveler Loyalty

    December 15, 2008 | Henry H. Harteveldt

    The number of US online leisure travelers has fallen from 31% in 2006 to 25% in 2008. Travel eBusiness contributes to this loss by not making online travelers feel welcome, not letting them control...

  • Report Technographics® Survey Highlights: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008

    December 9, 2008 | Jacqueline Anderson

    This highlight deck summarizes the key findings from Forrester¿s North American Technographics Media, Marketing, And Mobile Internet Online Survey, Q3 2008. This deck covers mobile Internet usage,...

  • Report How To Regain Travelers' Loyalty

    December 3, 2008 | Henry H. Harteveldt, Elizabeth Stark

    Forrester data reveals that travel brand loyalty has decreased by 19% since 2006. Leisure travelers in 2008 have every reason to be disloyal. Why? More travel products and options for travelers to...

  • Report Customer Advocacy 2008: How Customers Rate European Banks

    November 20, 2008 | Alexander Hesse, Vanessa Niemeyer, Ph.D.

    Customers who consider their main bank as a customer advocate that does what's best for them have more accounts at their main bank, are more likely to consider it for future purchases, and are more...

  • Report Brand Matters To Socially Connected Consumers

    Brand Content Trumps Peers In Influence
    October 15, 2008 | Lisa Bradner

    Should brands develop social media content? And if so, when and for whom? Forrester's Consumer Technographics® research shows that loyal, socially connected consumers value content created by their...

  • Report A Closer Look At Customer Experience And Loyalty

    The Correlation Between Customer Experience And Loyalty For 112 Firms
    August 4, 2008 | Bruce D. Temkin

    Forrester's previous analysis of nine industries showed that good customer experience correlates highly to loyalty — especially when it comes to consumers' plans for making additional purchases....

  • Report How Industries Create Loyalty

    Rates Of Loyalty Differ But Key Drivers Remain Constant
    July 31, 2008 | Lisa Bradner

    While industries enjoy differing rates of customer loyalty, many of the underlying qualities that drive loyalty remain consistent across industries. By understanding the key drivers of loyalty and...

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