More than a third (40%) of chief marketing officers are unhappy with the “erratic” performance of their brand loyalty programs, according to a report by Forrester.
The research, which surveyed over 50 global marketing leaders, also found that a further 9% were unsure of their loyalty program’s contribution to the business.
Marketers told Forrester that loyalty marketing often has unclear objectives and focuses too much on short-term financial goals.
Lack of differentiation, over-optimistic goals and targeting the same ....