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  • Emily Collins

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  • 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 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 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 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 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 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 B2C Marketing Professionals

    Report

    Report Advance Your Approach To Customer Loyalty

    Assessment: The Customer Loyalty Playbook
    November 16, 2016 | 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 B2C Marketing Professionals

    Report

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

    Strategic Plan: The Customer Loyalty Playbook
    November 8, 2016 | 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...

  • For B2C Marketing Professionals

    Report

    Report Change Is Good, Even For Loyalty Programs

    How To Evolve Your Program Without Alienating Members
    October 19, 2016 | Emily Collins, Anjali Lai

    When it comes to loyalty programs, change isn't always bad. After all, B2C marketers must modify their program benefits and engagement mechanisms to keep empowered customers interested and...

  • For B2C Marketing Professionals

    Report

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

    Executive Overview: The Customer Loyalty Playbook
    August 16, 2016 | Emily Collins

    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...

  • For B2C Marketing Professionals

    Report

    Report Harness Loyalty Insights To Build Business Advantage

    Processes: The Customer Loyalty Playbook
    July 19, 2016 | Emily Collins

    Many companies that invest in customer loyalty deploy loyalty programs that both incentivize behavior and collect valuable data from engaged and loyal customers. It's easy to treat loyalty as a...

  • For B2C Marketing Professionals

    Report

    Report Three Must-Haves For Loyalty Strategy Success

    May 17, 2016 | Emily Collins

    Successful loyalty strategies boost customer retention, engagement, and the bottom line. But today, many companies fail because they haven't established the foundation they need to build basic...

  • For B2C Marketing Professionals

    Report

    Report Brief: Demand More From Loyalty Vendors In Your Selection Process

    May 2, 2016 | Emily Collins

    During the Forrester Wave™ evaluation of customer loyalty solutions, we surveyed 61 vendor clients about their vendor partnerships. We found that users are largely satisfied with their providers,...

  • For B2C Marketing Professionals

    Report

    Report Master Your Mobile Loyalty Moments

    April 26, 2016 | Emily Collins

    Today, consumers rely on their mobile phones and tablets as information, entertainment, shopping, and life companions. They expect they can get what they want in their immediate context and moments...

  • For B2C Marketing Professionals

    Report

    Report The State Of Loyalty Strategies 2016

    Benchmarks: The Customer Loyalty Playbook
    April 7, 2016 | Emily Collins

    Forrester recently surveyed 60 marketers about their loyalty strategies in an effort to understand how they manage and measure customer loyalty and what challenges get in the way of success. This...

  • For B2C Marketing Professionals

    Report

    Report Navigate The Complex Customer Loyalty Ecosystem

    Tools And Technology: The Customer Loyalty Playbook
    February 27, 2016 | Emily Collins

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

  • For B2C Marketing Professionals

    Report

    Report Make Sense Of Customer Loyalty Measurement

    February 23, 2016 | Emily Collins

    Do you know how loyal your customers are? Loyalty means different things to different organizations, and effectively measuring customer loyalty remains a road less traveled by many firms. This...

  • For Customer Insights Professionals

    Report

    Report The Forrester Wave™: Customer Loyalty Solutions For Large Organizations, Q1 2016

    The Eight Providers That Matter Most And How They Stack Up
    January 4, 2016 | Emily Collins

    In this Forrester Wave™ evaluation of customer loyalty solutions for large organizations, we identified the eight most significant players — Aimia, Bond Brand Loyalty (formerly Maritz Loyalty...

  • For Customer Insights Professionals

    Report

    Report The Forrester Wave™: Customer Loyalty Solutions For Midsize Organizations, Q1 2016

    The Seven Providers That Matter Most And How They Stack Up
    January 4, 2016 | Emily Collins

    In this Forrester Wave™ evaluation of customer loyalty solutions for midsize organizations, we identified the seven most significant customer loyalty solutions — 500friends, a Merkle...

  • For Customer Insights Professionals

    Report

    Report Brief: Loyalty Programs Unveil Your Most Loyal Customers

    Refine The Member Experience To Boost Loyalty
    November 25, 2015 | Emily Collins, Megan Burns

    Loyalty programs are often touted as discount schemes that have little impact on customer relationships. But we find that when done right, loyalty programs encourage a company's most engaged...

  • For Customer Insights Professionals

    Report

    Report Brief: Don't Hinge Health Insurance Loyalty On Incentives

    Use Data And Analytics To Build Consumer Trust And Longer-Lasting Engagement
    November 18, 2015 | Emily Collins

    Consumers have more control over their health coverage decisions than ever before, and health insurers need to get better at building relationships with those consumers. But this shift isn't going...