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  • Emily Collins

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  • 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

    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

    Tools And Technology: The Customer Loyalty Playbook
    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 The Psychology Of Points

    Landscape: The Customer Loyalty Playbook
    October 11, 2018 | 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 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 The ROI Of Customer Loyalty

    Business Case: The Customer Loyalty Playbook
    July 5, 2018 | 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...

  • 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

    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...

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

    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...

  • 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...

  • Report How Consumers Really Feel About Loyalty Programs

    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....