loyalty

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Marriott’s Bonvoy Boasts “Better” Loyalty, But Can It Deliver?

Emily Collins February 5, 2019
After more than two years of loyalty program limbo and “will it or won’t it” debates, Marriott unveiled the name of its unified loyalty program: Bonvoy. This final step in the world’s largest hospitality merger brings together over 100 million members, billions of records, and 6,700 properties in over 130 countries. For Marriott, the stakes […]
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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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Who Will Win The Future Of Payments?

Brendan Miller September 19, 2018
Autonomous payments is the future state of payments — and banks, merchants, and payment vendors need to prepare now. Venture funding in this arena already exceeds $28 billion. Coupled with intensifying economic and political forces, consumers globally will see this new but nonlinear evolution of payments emerge, where payments will melt into the wider commerce experience […]
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Customer Experience Index Reveals Brands Lack Human Connection

Victor Milligan September 5, 2018
Forrester’s 2018 Customer Experience Index (CX Index™) results continue to show that companies are struggling to create and sustain a human connection with their customers. This is not a question of delighting customers as an endgame or some fluffy sense of emotional attachment; this is a crass and clear story of financial risk. Taking a step […]
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When Piloting Colocation, Measure Customer Impact

Ananda Chakravarty June 4, 2018
When Piloting Colocation, Measure Impact To Location, Customers, And Operations It’s been interesting to see creative real estate colocation ideas such as the recently announced pilot for ALDI in 10 Kohl’s stores. As Kevin Mansell, former CEO of Kohl’s, explained, “We believe the opportunity to leverage our real estate through this effort has benefits.”[1] But […]
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A Missed Opportunity During March Madness?

Erna Alfred Liousas April 6, 2018
You may not be a stranger to March Madness, but I was. Well, until my colleagues Matthew Flug and Caitlin Wall shared something unique about this year’s NCAA Men’s Division 1 Basketball Tournament. Pizza brand Little Caesars announced that if a 16 seed beat a 1 seed — which had never happened in the history […]
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Customer Trust And Loyalty Determine Success On The Dark Web, Too

Stephanie Balaouras August 21, 2017
  This is a guest post by Salvatore Schiano, a researcher serving Security & Risk Management professionals. The dark web is an underground marketplace for drugs, stolen credentials, stolen financial and medical records, and other illicit products and services. Cybercriminals use it to monetize breached data, but they also use it to buy and sell […]
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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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Drive revenue with great customer experience – Our 2017 analysis will help you make the case for CX investments

Maxie Schmidt January 18, 2017
If you are like other CX pros, at some point in your CX career you’ll encounter the “money question.” Your CEO will ask you: “What’s an improvement in our customers’ experience worth in dollars and cents?” And it’s likely that you won’t have a (good enough) answer. I say that because I know that 50% […]
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The Data Digest: What Millennials Need From Your Loyalty Program

Anjali Lai November 3, 2016
If you follow my blog regularly, you already know that I love to travel. And while I’ve had my fair share of travel hiccups (missed flight connections, last-minute assignments to the dreaded middle seat, lost luggage – you name it), I’ve always glossed over these snafus and accepted the fact that traveling inevitably comes with […]
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Leadership In The Age Of The Customer

Victor Milligan June 15, 2016
Leading through change requires that right mix of imagination, inspiration, and gritty execution. And we are in a world of change. Empowered customers and the constant and rapid wave of digital innovation are changing market fundamentals. Leaders are now challenged to respond. I had the pleasure of hosting a discussion with James McQuivey, Carl Doty, […]
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Measure Emotions In Customer Experiences To Improve Loyalty

Maxie Schmidt March 9, 2016
Do you know how your customers feel about their experiences with your firm? Customers’ emotions can damage — or improve — customers’ perception of the overall experience and your firm’s ability to grow. Customers’ emotions affect whether you’ll lose or keep them, whether they will buy more or less from you, and whether they will […]
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The Data Digest: Is Love In The Air For Your Brand?

Anjali Lai February 11, 2016
Valentine’s Day is just around the corner, but for marketing and insights professionals, the love between a customer and a brand should be present all year round. Today, building loyal customer relationships is increasingly challenging; it requires effort, patience, and empathy. “Love at first sight” may be a fairytale and few consumers commit to a […]
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Loyal Agents Have Big Impact On Insurance Carrier Business

Ellen Carney February 9, 2016
Understanding agent attitudes toward their insurance carrier partners is crucial in earning independent agent loyalty—and driving sales.  Why?  Because despite predictions that direct-to-consumer insurance sales would doom the insurance agent, nearly 20 years after the advent of online insurance selling, millions of consumers and small businesses continue to rely on their local insurance agencies. Consider […]
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A New Era For Customer Experience In Australia? We Think So.

Tom McCann September 17, 2015
A new era for customer experience (CX) measurement has just been launched in Australia — are you ready for it? Forrester’s Customer Experience Index (CX Index™) report for Australian brands is now available for clients here. With the introduction of this research methodology you now have a tool that: Reflects how well your brand’s customer […]
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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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Forrester’s Customer Experience Index, Spring 2015: The Start of A Whole New Ball Game

Megan Burns April 20, 2015
One week ago today, we Bostonians enjoyed a picture-perfect opening day at Fenway Park. The sun was shining, temps finally warmed up after an abysmal winter, opening ceremonies paid tribute to local heroes like the Richard and Frates families,* and our beloved Red Sox beat the Washington Nationals 9 to 4. What I love about […]
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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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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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