Emily Collins

Senior Analyst

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Bring Loyal Customers Comfort And Joy This Holiday Season . . . Not Just Discounts

Emily Collins October 26, 2018

This blog post is part of Forrester’s Holiday 2018 retail series. With Black Friday less than a month away, it’s only a matter of time before holiday promotional activity reaches a fever pitch. But for many consumers, the holiday shopping season brings with it an intense mix of emotions. For some, it’s their favorite time […]

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How Consumers Really Feel About Your Loyalty Program

Emily Collins October 15, 2018

Points and discounts are the hallmark of most loyalty programs, and our data shows that they are usually pretty successful in incentivizing purchase behavior: Nearly half of US online 18–35-year-olds admit that programs influence what they buy and how much they spend. But loyalty isn’t just about the purchase — or at least it shouldn’t be. […]

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Amazon Prime, A Loyalty Program By Any Other Name . . .

Emily Collins May 7, 2018

A few weeks ago, Jeff Bezos revealed in his annual shareholder letter that Amazon Prime now has over 100 million members, but even more noteworthy than its size is its revenue impact. In 2017, Amazon shipped more than $5 billion worth of items through Prime. Now, Amazon Prime isn’t like other loyalty programs you see […]

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Avoid a "Copy/Paste" Mentality When Taking Your Loyalty Program Global

Emily Collins March 30, 2018

The draw of loyalty programs and their potential for better savings and experiences is universal: Forrester’s data shows that nearly three-quarters of online adults in China, France, Germany, the U.K, and U.S. belong to at least one loyalty program. In response to this intercontinental consumer interest, marketers are certainly not shying away from the challenge […]

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Predictions 2018: The Year Of Breakout Marketers, And Those They Leave Behind

Emily Collins November 8, 2017

Forrester’s been writing about customer obsession for nearly half a decade, but until recently, most companies merely paid lip service to it. What’s changing? Marketers’ jobs security: CMOs have the shortest tenure in the C-suite and some companies like Coca-Cola are eliminating their CMO functions altogether in favor of chief growth or customers officers. We […]

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Don't Alienate Loyal Customers: How To Step Up Your Email Game

Emily Collins April 20, 2017

In the realm of multichannel customer communications, email is still king. It’s the easiest to send, it’s inexpensive and it’s the channel on which most marketers rely to connect with all kinds of customers. Email marketing is ingrained and inexpensive, but as a result, many marketers abuse it, defaulting to a routine batch-and-blast approach. In […]

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Just published -- The Forrester Wave: Customer Loyalty Solutions For Large And Midsize Organizations, Q1 2016

Emily Collins January 4, 2016

I recently wrapped up my third evaluation of customer loyalty vendors, and the market has evolved slightly since 2013. First, the lines between loyalty technology and services are fading: vendors that were traditionally considered service providers continue to productize and improve their technology platforms, and pure-play loyalty technology platform providers are shoring up their professional […]

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Coalition Loyalty In The US Shows "Plenti" of Promise

Emily Collins September 10, 2015

In May, American Express launched Plenti, a U.S.-based coalition loyalty program with eight partners, including Macy's, AT&T, Exxon Mobil and Rite Aid. These types of programs, which let consumers earn and redeem a single currency across multiple partners, are popular in other areas of the world, but coalitions have historically failed to gain traction in […]

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B2B Marketers: Borrow From B2C Loyalty Tactics To Deepen Business Relationships

Emily Collins March 20, 2015

After almost every loyalty-related speech I give, I get some variation of the following question: "How does this apply to B2B?" Sure, customer loyalty programs are most frequently associated with consumer-facing rewards schemes, but earning customer loyalty is very important for B2B companies too. After all, loyal and satisfied B2B customers provide testimonials, case studies, and […]

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The Time For A US Coalition Loyalty Attempt Is Now

Emily Collins March 18, 2015

Coalition loyalty programs that let consumers earn and redeem a single currency across multiple partners have historically failed to gain traction in the US. Why? The fragmented footprint of potential partners, proliferation of single-brand loyalty programs, and reluctance of brands to share customer data hampered hopeful coalition operators' efforts. We analyzed the market opportunity for […]

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Are you a loyalty company?

Emily Collins February 20, 2015

A version of this post originally appeared on AdAge. It's harder than ever to earn your customers' loyalty. They are "always on," have instant access to myriad choices, and can easily find the cheapest prices from any supplier. Many companies think they've solved this with a loyalty program, but the competition is stiff there, too. […]

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Turn your customer loyalty strategic plan into an action plan

Emily Collins October 24, 2014

Blogged in collaboration with Samantha Ngo, Senior Research Associate, serving Customer Insights professionals. Even if you have a clear idea of where you want to end up, the route you take to customer loyalty isn't always straightforward. Outlining a strategic plan helps you understand what you need to do, but a roadmap identifies how, when and with what resources you should tackle […]

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It's time to fall back on the loyalty basics

Emily Collins October 3, 2014

Blogged in collaboration with Samantha Ngo, Senior Research Associate, serving Customer Insights professionals. As a kid, I loved going back to school. The beginning of September always meant new classes, new classmates, and of course new notebooks, pens, and pencils. And even though I’m not in school anymore, I still see September as an opportunity […]

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You just found out you’re a loyalty laggard. Now what?

Emily Collins September 24, 2014

Blogged in collaboration with Samantha Ngo, Senior Research Associate, serving Customer Insights professionals. After taking the customer loyalty assessment, you know whether you’re a laggard, learner, leader, or legend: Great, but you’re probably thinking "Where do we go from here?" You need a game plan that clearly identifies where and how improvements should be made. […]

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Taking Loyalty Beyond The Program

Emily Collins September 22, 2014

I really enjoyed sharing insights about loyalty in the Age of the Customer at Forrester's Customer Experience Forum East back in June. I got some great questions from the audience about how to start planning and advancing their loyalty strategy. Next up, I'll be continuing the conversations at Forrester's Customer Experience Forum West in Anaheim, […]

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How do you measure customer loyalty? Let me count the ways.

Emily Collins September 19, 2014

I recently interviewed a number of companies about their approach to customer loyalty. In each conversation I asked a variation of the question "How do you define and measure customer loyalty?" And what struck me is that while many companies define loyalty using various terms like share of wallet, length of relationship, engagement, and customer […]

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The Landscape Of Loyalty Providers: Everything But The Kitchen Sink?

Emily Collins July 31, 2014

I field a lot of inquires from clients in various stages of loyalty vendor selection projects. Some come with a tightly defined short list, but more often than not, they aren't even sure where to start. Customer loyalty initiatives take several forms including highly structured programs and loosely tied customer service, marketing, and product development […]

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Do you have what it takes to be a loyalty legend?

Emily Collins June 17, 2014

There are more than a few loyalty-esque proverbs that float around marketing departments and boardrooms everywhere: "repeat customers spend more," "it costs five times more to acquire a customer than to retain a customer,"  "80% of your revenue is driven by 20% of your customer base." If you are reading this blog post, chances are […]

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Perking Up Your Loyalty Program Benefits Is As Easy As A-B-C

Emily Collins May 30, 2014

Consumers and marketers don't always see eye to eye when it comes to customer loyalty programs. Consumers tell us they enroll in programs for the points, discounts, and savings, while companies tell us boosting customer engagement is a top goal for their loyalty programs. Sixty-seven percent of consumers consider themselves active in programs they join, yet the marketers […]

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Get With The Program (Or Not): It’s Time To Evolve Your Loyalty Strategy

Emily Collins March 19, 2014

In 2014, customer loyalty is a bit of an anomaly. Customers are empowered, informed, and have myriad options to choose from. They don’t really need to be loyal. But for companies doing business in the Age of the Customer, earning customer loyalty is more important than ever before. Satisfied loyal customers are the only reliable […]

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