customer loyalty

Customer loyalty is incredibly valuable. It’s also incredibly difficult to foster and maintain. Read Forrester’s insights on loyalty.

Insights

Blog

Consumer Energy Fizzles To A New Low As Consumers Approach Q4

Anjali Lai 7 days ago
If you’ve been following my blog, you’ll know that we’ve been measuring precisely how the emotional toll of the COVID-19 pandemic is influencing consumer appetite for commercial exchange. We do this by applying Forrester’s Consumer Energy Index, our data-driven framework that captures how ready and willing consumers are to reach out to brands. After a […]
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Blog

Three Consumer Changes Will Define The Future Of How We Buy

Anjali Lai September 15, 2020
The pace of consumer behavior change has clicked into another gear this year as a result of the COVID-19 pandemic. Learn how three of these trends will transform buying for the foreseeable future.
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Revitalize CX Measurement & Prioritization

A guide to prioritizing CX projects with the greatest business impact and demonstrating their contributions in a cost-sensitive environment.

Video

B2C Firms Must Prepare As Consumer Buying Enters A New Era

Sucharita Kodali September 11, 2020

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Blog

One Hand To Shake Beats One Throat To Choke

Glenn O'Donnell August 7, 2020
The days of technology buyers treating their tech providers as "vendors" are gone. Learn the mutual benefits of treating your technology providers as partners.
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Video

A Glimpse Into The Future Of Banking

Jacob Morgan July 16, 2020

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Blog

CX Reality Day: What Will You Discover?

Melissa Parrish July 13, 2020
This Wednesday, July 15th, we’re inviting executives from all companies — large and small, B2B, and B2C — to participate in our inaugural CX Reality Day.
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Blog

The Effect Of COVID-19 On Canadians’ Financial Well-Being

Peter Wannemacher May 18, 2020
Even before the COVID-19 outbreak, our research showed that Canadian consumers were facing multiple financial challenges and were worried about their financial situation. To see how the pandemic was impacting consumer finances and behaviors, we surveyed 1,119 Canadian online adults in April 10–15, 2020 and found that Canadians: Are already feeling the impact of COVID-19 […]
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Remaking Retail Loyalty & Brand Experience

The onus is on retailers today to re-orient operations to meet customer expectations — and make customer experience the best expession of your brand promise.

Blog

If You Want To Deliver A Great Customer Experience, Start By Attracting The Right Customers

Harley Manning April 13, 2020
Focus on attracting customers who will find the experience your firm offers extremely compelling. Otherwise, marketers will shovel prospects in through the front door while customer experience (CX) professionals watch dissatisfied, one-and-done customers flow out through the back door, never to return.
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Blog

We’ll Be Your Guide To Customer Journeys At CX North America

Mary Pilecki April 10, 2020
Discover how to orchestrate excellent customer journeys across an increasingly complex system of touchpoints at Forrester's CX North America. Here's a sneak peek of our customer journey sessions.
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Blog

How Do We Measure Success In The Modern Hybrid World?

Rich Lane April 7, 2020
Companies are refreshing metrics across application security, content management, customer relationship management, DevOps, loyalty, networking, vulnerability risk management, etc. But what does this look like for infrastructure and operations (I&O) teams? Many metrics that IT uses date back at least 20 years. Common metrics include mean time to repair (MTTR), customer satisfaction, tickets by status, […]
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Infographic

The Power Of The Values-Based Consumer — And Of Authentic Brand Values

Jim Nail February 14, 2020
As consumers look to align their purchases with their principles, opportunities arise for brands. Learn what it takes to connect with this purpose-driven segment. 
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Blog

What I See Coming For The Channel In 2020

Jay McBain January 7, 2020
The ways B2B buyers and sellers transact are changing dramatically. Learn about the shifts ahead in 2020 and beyond.
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Blog

Nike Is Setting The Standard For Omnichannel Loyalty In Every Industry

Emily Collins December 23, 2019
Shifting from treating loyalty as a standalone marketing practice to weaving it into the entire customer experience is hard. Learn how Nike gets it right.
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Video

Your Loyal Customers Don’t Need Another Coupon This Holiday Season — Here’s What To Do Instead

Emily Collins November 25, 2019
Principal Analyst Emily Collins shares three ways retailers can offer real value to shoppers.
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Blog

Millennials Talk But Show Little Wallet, While Boomers Put Their Green To Work

Anjali Lai November 19, 2019
Sustainability matters to younger consumers — but Baby Boomers are more likely to use their values to guide their purchasing.
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Blog

How Much Is CX Actually Worth In Profit For Telecoms?

Tom Mouhsian November 5, 2019
We all instinctively believe that great customer experience can bring financial success, but proving this with numbers can be a real challenge. If you are a CX professional working in a telecom, this research is particularly relevant to you.
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Blog

The Forrester Wave™: Loyalty Service Providers, Q3 2019 Is Now Live

Emily Collins July 15, 2019
Consumers are connected, empowered, and experimental. And loyalty programs aren’t as effective at driving emotional loyalty as marketers would like: Less than half of consumers agree that programs make them feel more loyal to a brand. This reality makes loyalty harder than ever to earn. Brands need strategic guidance to make the most of their […]
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Blog

Future Of Retail: B2C Marketing And Loyalty In 2019 

Fiona Swerdlow May 29, 2019
To help retailers and brands plan for 2019, Claudia Tajima and I are interviewing experts within Forrester for our series, “Applying 2019 Predictions To Retail.” Recently, we spoke to Michele Goetz about how artificial intelligence will affect retailers in 2019. This week, Claudia interviewed Emily Collins, principal analyst on Forrester’s B2C marketing team and an expert in loyalty, on her contributions to the 2019 B2C marketing predictions […]
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Blog

The New Era Of Marketing Strategy

Melissa Parrish May 14, 2019
When marketers fail to understand the complexity and nuance of how customers’ core characteristics evolve, people lose trust in them. As they look elsewhere, customers have found a more nimble set of businesses to meet their needs: direct-to-consumer (DTC) brands.
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Blog

CMOs Take Public Stances On Societal Issues To Tap Into Consumer Energy — Just As We Said They Would

Keith Johnston May 7, 2019
In November 2018, we predicted that CMOs would target societal tensions to gain an advantage in competitive markets. Nike’s 30th-anniversary campaign featuring controversial activist Colin Kaepernick would serve as an opening salvo for other brands to just do it. And so they did. AdAge’s “Campaign of the Year” is producing a tapestry of evidence that CMOs […]
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