How To Build A Loyalty Team That Scales With Your Program
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Key Takeaway
Loyalty programs that underinvest in people – not technology – consistently fail to deliver the emotional engagement that builds long-term customer value. Forrester's research traces most program underperformance not to flawed strategy but to teams that are too small, too operationally focused, and too disconnected from the broader customer experience to drive meaningful behavior change. Senior leaders reviewing their loyalty budgets should audit headcount and team structure with the same rigor they apply to platform spend – because the ROI gap is rarely in the software.
Loyalty programs that underinvest in people – not technology – consistently fail to deliver the emotional engagement that builds long-term customer value. Forrester's research traces most program underperformance not to flawed strategy but to teams that are too small, too operationally focused, and too disconnected from the broader customer experience to drive meaningful behavior change. Senior leaders reviewing their loyalty budgets should audit headcount and team structure with the same rigor they apply to platform spend – because the ROI gap is rarely in the software.
Originally reported by Forrester Research Blogs. Read the full story here.
