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Transcript
For: Customer
Insights
Professionals
The Forrester Wave™: Loyalty Program
Service Providers, Q4 2013
by Emily Collins, October 30, 2013
Key Takeaways
Loyalty Service Providers Don’t Just Support Points Programs, They Help
Build Customer Relationships
Tight competition for consumer attention is forcing marketers to consider loyalty
program strategies that go beyond points or discounts. Loyalty program service
providers offer strategy, technology, analytics, and services to build programs that track,
understand, reward, and grow customer value and engagement.
The Market Is Growing As Marketers Look For Technical Capabilities And
Loyalty Expertise
Marketers turn to loyalty service providers to help differentiate and execute loyalty
programs. Growth in this market is largely due to loyalty marketers’ need for strategic
partners that offer flexible technology, advanced loyalty analytics, and expertise on how
to build programs that develop customer relationships and drive business results.
Strategy, Tech Capabilities, And Analytics Are Key Differentiators In The
Loyalty Services Market
As fully customized tech platforms and basic points programs become outdated,
flexibility and agility will dictate which providers lead the pack. Vendors that provide
differentiated strategies enabled by technology, insights, and services position
themselves to deliver scalable, successful programs that incubate customer loyalty.
Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA
Tel: +1 617.613.6000 | Fax: +1 617.613.5000 | www.forrester.com
For Customer Insights Professionals
October 30, 2013
The Forrester Wave™: Loyalty Program Service
Providers, Q4 2013
The Eight Providers That Matter Most And How They Stack Up
by Emily Collins
with Shar VanBoskirk, Carlton A. Doty, and Samantha Ngo
Why Read This Report
Forrester identified the eight most significant customer loyalty service providers — Aimia,
Brierley+Partners, Connexions Loyalty, Epsilon, Kobie Marketing, Maritz Loyalty Marketing, Olson 1to1,
and Tibco Loyalty Lab — to evaluate in our 61-criteria evaluation of the category. This report details
our findings about how well each vendor meets marketer needs for customer loyalty program strategy,
technology, and execution and where they stand in relation to each other.
Table Of Contents
Notes & Resources
2 The Age Of The Customer Elevates Loyalty
Forrester conducted product and service
evaluations of eight loyalty vendor companies
in Q3 2013: Aimia, Brierley+Partners,
Connexions Loyalty, Epsilon, Kobie
Marketing, Maritz Loyalty Marketing, Olson
1to1, and Tibco Loyalty Lab.
Today’s Solutions Enable Engagement
4 Customer Loyalty Service Provider
Evaluation Overview
Evaluation Criteria Focus On Breadth And
Depth Of Technology And Services
Evaluated Vendors Support Program Design
And Execution
5 Leading Providers Offer Strong Services
Enabled By Technology
8 Vendor Profiles
Leaders Strike A Balance Among Services,
Technology, And Strategy
Related Research Documents
The State Of Loyalty Programs 2013
October 3, 2013
Intelligence-Driven Loyalty
September 12, 2012
The Customer Loyalty Ecosystem
September 11, 2012
Strong Performers Offer Competitive Solutions
Contender Offers Deep Vertical Expertise But
Lags In Strategy
10 Supplemental Material
© 2013, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available
resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, RoleView, TechRadar,
and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. To
purchase reprints of this document, please email [email protected]. For additional information, go to www.forrester.com.
For Customer Insights Professionals
2
The Forrester Wave™: Loyalty Program Service Providers, Q4 2013
the age of the customer elevates loyalty
Engendering loyalty matters more in an age where switching costs for multichannel users are low
and customer relationships are the only competitive differentiator.1 So marketers have an increased
need for programs that can provide a measurable framework for tracking, recognizing, and
rewarding the customer behaviors that deepen engagement and build profitability (see Figure 1).
Figure 1 Loyalty Marketers Want Programs That Engage And Retain
“What are your top three business objectives for your customer loyalty program/initiative?”
60%
Customer engagement
59%
Customer retention
39%
Profitability/revenue
35%
Customer lifetime value
31%
Customer data collection
Base: 98 vendor reference clients
(multiple responses accepted)
Source: Q3 2013 Global Loyalty Program Service Providers Forrester Wave™ Customer Online Survey
105201
Source: Forrester Research, Inc.
Today’s Solutions Enable Engagement
For a long time, customer loyalty service providers primarily offered customized solutions through
professional services engagements. But vendors are evolving to meet marketer needs for loyalty
programs that go beyond just perks and promotions. Marketers need providers with nimble
technology, sharp technical skills, and strategy expertise and services (see Figure 2). Vendors
respond with:
■ Productized, proprietary platforms. Today, every vendor we evaluated provides a packaged
platform that requires configuration — not customization — to meet client requirements.
Program elements like tiers, segments, and promotions rules come out of the box to speed
implementation times; most customization happens during the integration phase. Kobie
Marketing, Olson1to1, and Tibco Loyalty Lab have more experience supporting this out-of-thebox approach, while Aimia and Maritz Loyalty Marketing are now migrating clients from legacy
systems to a single platform.
© 2013, Forrester Research, Inc. Reproduction Prohibited
October 30, 2013
For Customer Insights Professionals
3
The Forrester Wave™: Loyalty Program Service Providers, Q4 2013
■ Insight-driven services. Marketers need an expert loyalty partner — not just flexible
technology — in order to innovate. Vendors such as Aimia and Brierley+Partners offer
predictive and industry-specific analytical models to help marketers make informed decisions
about promotions management, pricing, and/or program strategy. Other vendors we
evaluated — like Connexions Loyalty, Epsilon, and Tibco Loyalty Lab — incorporate strategic
recommendations into quarterly account meetings. And Epsilon recently realigned its account
teams by vertical to improve client outcomes.
■ Emphasis on the softer side of customer relationships. Vendors in this evaluation show an
increased focus on relationship management in both current offering and strategy over runof-the-mill points programs. Maritz Loyalty Marketing’s executive vision specifically intends
to evolve loyalty beyond the traditional “do this, get that” model. And every vendor tracks,
recognizes, or rewards engagement behaviors.
Figure 2 Selection Factors Hone In On Technical Skills And Thought Leadership
“Which of the following are the five most important factors when selecting your
loyalty program service provider?”
Their technical capabilities
35%
Their thought leadership
Reliability of service
The strategic contribution they
make to our business
33%
32%
30%
Their understanding of our business
29%
Their ability to design and execute innovative
and differentiated loyalty programs
29%
Base: 98 vendor reference clients
(multiple responses accepted)
Source: Q3 2013 Global Loyalty Program Service Providers Forrester Wave™ Customer Online Survey
105201
© 2013, Forrester Research, Inc. Reproduction Prohibited
Source: Forrester Research, Inc.
October 30, 2013
For Customer Insights Professionals
4
The Forrester Wave™: Loyalty Program Service Providers, Q4 2013
Customer Loyalty service Provider Evaluation Overview
To assess the state of the loyalty program services market and see how the vendors stack up against
each other, Forrester evaluated the strengths and weaknesses of top customer loyalty service providers.
Evaluation Criteria Focus On Breadth And Depth Of Technology And Services
After examining user needs, vendor and expert interviews, and past research, we developed a
comprehensive set of evaluation criteria. We evaluated vendors against 61 criteria, which we
grouped into three high-level buckets:
■ Current offering. Forrester’s criteria to assess the strength of a customer loyalty service
provider’s offerings are weighted toward the needs of an enterprise customer. We evaluated each
vendor against six dimensions: loyalty platform, loyalty technology functionality, loyalty data
management, loyalty strategy, loyalty analytics and measurement, and program operations.
■ Strategy. We compared the product and corporate strategies of each vendor with the needs of
marketers and Forrester’s forward-looking vision of the market to assess how well each vendor
is positioned for success. We analyzed vendors’ executive vision, road map, and client references.
■ Market presence. To determine the size of each vendor’s loyalty business, we evaluated financial
strength, target market, total employees, and the number of active and new customers for each
firm in the study.
Evaluated Vendors Support Program Design And Execution
Forrester included eight vendors in the assessment: Aimia, Brierley+Partners, Connexions Loyalty,
Epsilon, Kobie Marketing, Maritz Loyalty Marketing, Olson 1to1, and Tibco Loyalty Lab. Each of
these vendors has (see Figure 3):
■ Comprehensive loyalty services offerings. Our primary selection criteria were breadth of
loyalty services spanning technology, strategy, analytics, and program operations support. We
looked for vendors whose clients use three or more of these loyalty services.
■ Demonstrated market momentum. We also looked for vendors with considerable and growing
market exposure, which we defined as: 1) an installed base of at least 15 loyalty program
customers; 2) at least $25 million in loyalty services revenue; and 3) serving customers across at
least three industries.
■ Strong customer interest. We also used the volume of client inquiries and results of ongoing
conversations with players in the market in the screening process and selected vendors with
significant demand for this evaluation.
© 2013, Forrester Research, Inc. Reproduction Prohibited
October 30, 2013
For Customer Insights Professionals
5
The Forrester Wave™: Loyalty Program Service Providers, Q4 2013
Figure 3 Evaluated Vendors: Loyalty Service Provider Information And Selection Criteria
Vendor
Ownership
Date evaluated
Aimia
Publicly traded
Q3 2013
Brierley+Partners
Private
Q3 2013
Connexions Loyalty
Private
Q3 2013
Epsilon
Alliance Data, publicly traded
Q3 2013
Kobie Marketing
Private
Q3 2013
Maritz Loyalty Marketing
Private
Q3 2013
Olson 1to1
Olson, private
Q3 2013
Tibco Loyalty Lab
Tibco Software, publicly traded
Q3 2013
Vendor selection criteria
The vendor has a comprehensive loyalty services offering. Our primary selection criteria were: breadth of
loyalty services spanning technology, strategy, program management, and analytics and support for the
entire loyalty life cycle. We looked for vendors whose clients used three or more loyalty services.
The vendor has demonstrated market momentum. We defined this as: 1) installed base of at least 15
loyalty program customers; 2) at least $25 million in loyalty services revenue; and 3) serving customers
across three or more industries.
The vendor has strong customer interest from Forrester clients. We used the volume of client inquiries
and selected vendors with significant demand.
105201
Source: Forrester Research, Inc.
Leading providers offer strong services enabled by technology
The evaluation uncovered a market in which (see Figure 4):
■ Aimia, Brierley+Partners, Epsilon, Kobie Marketing, and Maritz lead the field. Epsilon,
Brierley+Partners, and Kobie Marketing claimed leadership positions in Forrester’s first
customer loyalty service provider Forrester Wave and maintained their positions this year with
the study’s strongest current offerings — a combination of technology capabilities and breadth
and depth of services — and continued growth. Aimia and Maritz Loyalty Marketing — strong
performers in the last evaluation — moved into the leader category this year. Maritz Loyalty
Marketing differentiated itself through its corporate strategy, and Aimia’s analytics capabilities
rose above the rest.
© 2013, Forrester Research, Inc. Reproduction Prohibited
October 30, 2013
For Customer Insights Professionals
6
The Forrester Wave™: Loyalty Program Service Providers, Q4 2013
■ Olson 1to1 and Tibco Loyalty Lab offer competitive options. Olson 1to1, a newcomer to
this evaluation, brings a solid offering and good client reference reviews. Tibco Loyalty Lab —
holding steady in the strong performer category — bolstered its vision and program support
this year, but its overall current offering lags and customer feedback was mediocre.
■ Connexions Loyalty lags. Another new entry to the Forrester Wave evaluation this year,
Connexions Loyalty specializes in building financial services, travel, and automotive loyalty
programs. It brings strong rewards fulfillment and partnership capabilities, but its outlined
capabilities and planned developments don’t align with its vision.
This evaluation of the customer loyalty service provider market is intended to be a starting point
only. We encourage clients to view detailed product evaluations and adapt criteria weightings to fit
their individual needs through the Forrester Wave Excel-based vendor comparison tool.
Figure 4 Forrester Wave™: Loyalty Program Service Providers, Q4 ’13
Risky
Bets
Contenders
Strong
Performers
Leaders
Strong
Brierley+Partners
Kobie Marketing
Epsilon
Olson 1to1
the Forrester Wave tool
for more detailed product
Aimia
Connexions
Loyalty
Go online to download
evaluations, feature
Maritz Loyalty
Marketing
comparisons, and
customizable rankings.
Tibco Loyalty Lab
Current
offering
Market presence
Weak
Weak
Strategy
Strong
Source: Forrester Research, Inc.
© 2013, Forrester Research, Inc. Reproduction Prohibited
October 30, 2013
For Customer Insights Professionals
7
The Forrester Wave™: Loyalty Program Service Providers, Q4 2013
Forrester’s
Weighting
Aimia
Brierley+Partners
Connexions Loyalty
Epsilon
Kobie Marketing
Maritz Loyalty Marketing
Olson 1to1
Tibco Loyalty Lab
Figure 4 Forrester Wave™: Loyalty Program Service Providers, Q4 ’13 (Cont.)
CURRENT OFFERING
Products and services offered
Loyalty platform
Loyalty technology functionality
Loyalty data management
Loyalty strategy
Loyalty analytics and measurement
Program operations
50%
0%
5%
20%
15%
20%
20%
20%
3.79
0.00
3.65
3.28
5.00
2.50
4.40
4.10
3.96
0.00
3.75
4.25
3.60
4.00
3.60
4.30
3.62
0.00
3.45
3.33
3.60
3.80
3.20
4.20
3.93
0.00
4.05
3.73
4.20
3.50
4.20
4.05
4.05
0.00
3.25
4.30
4.20
3.80
3.60
4.60
3.35
0.00
3.30
3.13
1.80
4.10
3.40
3.95
3.20
0.00
3.30
3.65
2.80
3.50
3.20
2.70
2.98
0.00
2.65
3.30
2.80
3.60
2.40
2.85
STRATEGY
Corporate strategy
Partner strategy
Cost
Client references
50%
80%
0%
0%
20%
3.69
3.80
0.00
0.00
3.25
4.02
3.80
0.00
0.00
4.90
1.09
0.60
0.00
0.00
3.05
4.36
4.60
0.00
0.00
3.40
3.19
3.00
0.00
0.00
3.95
4.61
5.00
0.00
0.00
3.05
2.55
2.20
0.00
0.00
3.95
2.91
3.00
0.00
0.00
2.55
MARKET PRESENCE
Financial strength
Total employees
Physical locations and geographic
reach
Target market
Installed base
0%
50%
25%
0%
5.00
5.00
5.00
0.00
1.98
1.80
2.00
0.00
3.38
2.90
5.00
0.00
4.43
5.00
5.00
0.00
1.63
1.80
1.00
0.00
3.53
3.20
5.00
0.00
1.48
1.80
1.00
0.00
2.05
2.30
1.00
0.00
0%
25%
5.00
5.00
4.00
2.30
1.00
2.70
4.00
2.70
4.00
1.90
1.00
2.70
1.00
1.30
3.00
2.60
All scores are based on a scale of 0 (weak) to 5 (strong).
105201
© 2013, Forrester Research, Inc. Reproduction Prohibited
Source: Forrester Research, Inc.
October 30, 2013
For Customer Insights Professionals
8
The Forrester Wave™: Loyalty Program Service Providers, Q4 2013
Vendor Profiles
Leaders Strike A Balance Among Services, Technology, And Strategy
■ Epsilon. This is the second time Epsilon qualifies as a leader in this evaluation. Its experience
delivering successful loyalty solutions at scale for clients shows in its strong current offering and
strong company strategy. Its technology functionality falls in the middle of the pack, but Epsilon
is investing significantly in platform improvements. And it recently introduced more rigor —
including additional staff and processes — into its product discipline to support ongoing product
development. Clients view Epsilon as an important strategic partner, but they could be more
satisfied with its value and flexibility. Large organizations seeking an experienced and reliable
partner will find it an especially good choice.
■ Brierley+Partners. This is the second time Brierley+Partners qualifies as a leader in this
evaluation. Brierley+Partners maintains a strong current offering, led by its loyalty technology
functionality and strategy services. And its customer references are the best in the entire
evaluation; customers praise the dedication of the vendor’s leadership. However, we hear
from some clients that Brierley’s desire to deliver on client needs sometimes overreaches its
demonstrated loyalty capabilities. From our experience, we agree that Brierley has zealous
leadership and a strong culture. Potential clients drawn in by its technology and service offering
need to make sure that the chemistry is good before signing on the dotted line.
■ Maritz Loyalty Marketing. Maritz Loyalty Marketing moves into the leader category this
year because of its services and stand-out executive vision. Its current offering scored average
marks, partly due to lagging technology capabilities. But its professional services are solid —
particularly its creative, partnership, and campaign management services. And we really like
Maritz Loyalty Marketing’s psychological approach to loyalty strategy.2 Despite its technology
shortcomings, clients praise Maritz Loyalty Marketing as a strategic partner and thought leader,
and marketers craving strategic input and hands-on support will appreciate Maritz Loyalty
Marketing’s thorough approach.
■ Aimia. Marketers looking for a global perspective on loyalty will like Aimia’s international
presence. The largest vendor we evaluated, Aimia has 30 offices in 20 countries and, in addition
to proprietary programs, it runs several global coalition loyalty programs. In this evaluation,
Aimia’s loyalty analytics and program operations shone. It has dedicated resources to thought
leadership, launched a single loyalty platform, established a product strategy group, and
redesigned its product management approach to focus on client needs. However, there is more
work to be done. Its loyalty technology functionality lands in the middle of the pack, and Aimia
clients give the vendor only average marks even though they like the firm’s discipline and
exposure to emerging market dynamics and trends.
© 2013, Forrester Research, Inc. Reproduction Prohibited
October 30, 2013
For Customer Insights Professionals
9
The Forrester Wave™: Loyalty Program Service Providers, Q4 2013
■ Kobie Marketing. Kobie Marketing is growing fast and has the best current offerings in the
evaluation. Marketers seeking a tech-oriented partner should note this firm’s high marks for
loyalty technology functionality, analytics, and program operations. And clients praise Kobie for
the quality of its leadership, its collaborative nature, and for its understanding of clients’ business
needs. However, despite mostly positive feedback, some clients note personnel turnover and a
drop in proactive outreach. Kobie’s stated executive vision is promotional in nature and doesn’t
reflect the innovation and depth of capability that we observe in the evaluation.
Strong Performers Offer Competitive Solutions
■ Tibco Loyalty Lab. Marketers looking for direct control over their program operations will like
Tibco Loyalty Lab for its largely self-service technology platform. But more full-service-oriented
marketers will find that Tibco’s strategy, analytics, and program management services lag; it
received the lowest customer reference scores in this study. Since our last evaluation, Tibco
Loyalty Lab has refined its company vision and road map to be more in line with marketer
needs, like developing right-time engagement and applied behavioral models.
■ Olson 1to1. The youngest provider we evaluated, Olson 1to1 began offering strategy, technology,
analytics, and creative services as Denali Marketing in 2006. Its current offering lands near
the back of the pack in this study, but its technology functionality and client reference scores
are both good. In fact, Olson 1to1 earned the second highest Net Promoter Score in this
study; clients praise its flexibility and responsiveness. And while marketers looking for a more
traditional agency partner will appreciate Olson’s dedication to meeting client needs, its track
record is not as deep as with some of the veteran firms in this study.
Contender Offers Deep Vertical Expertise But Lags In Strategy
■ Connexions Loyalty. Connexions Loyalty provides a reasonable offering for financial services,
travel, and automotive clients looking for deep vertical experience and robust rewards catalogs
and fulfillment features. But it lags in strategy, and we found a disconnect between its vision to
create brand advocates and its road map, which focuses on expansion into new verticals and
regions. The clients we spoke with are satisfied with Connexions Loyalty’s work ethic, integrity,
and accuracy, but they wish for more dynamic implementations and proactive strategies, ideas,
and solutions. Marketers looking for bleeding-edge strategy will find the other providers we
profile more suitable.
© 2013, Forrester Research, Inc. Reproduction Prohibited
October 30, 2013
For Customer Insights Professionals
10
The Forrester Wave™: Loyalty Program Service Providers, Q4 2013
Supplemental Material
Online Resource
The online version of Figure 4 is an Excel-based vendor comparison tool that provides detailed
product evaluations and customizable rankings.
Data Sources Used In This Forrester Wave
Forrester used a combination of three data sources to assess the strengths and weaknesses of each
solution:
■ Vendor surveys. Forrester surveyed vendors on their capabilities as they relate to the evaluation
criteria.
■ Executive briefing and product demos. Once we analyzed the completed vendor surveys, we
conducted vendor briefings to gather details of each vendor’s strategy, road map, and client case
studies. We also asked vendors to conduct a brief demonstration of their product’s functionality.
We used findings from these briefings and product demos to validate details of each vendor’s
capabilities.
■ Customer reference calls and online survey. To validate product, services, and vendor
qualifications, Forrester also conducted reference calls with three of each vendor’s current
customers and an online survey of at least 10 of each vendor’s current customers.
The Forrester Wave Methodology
We conduct primary research to develop a list of vendors that meet our criteria to be evaluated
in this market. From that initial pool of vendors, we then narrow our final list. We choose these
vendors based on: 1) product fit; 2) customer success; and 3) Forrester client demand. We eliminate
vendors that have limited customer references and products that don’t fit the scope of our evaluation.
After examining past research, user need assessments, and vendor and expert interviews, we develop
the initial evaluation criteria. To evaluate the vendors and their products against our set of criteria, we
gather details of product qualifications through a combination of lab evaluations, questionnaires,
demos, and/or discussions with client references. We send evaluations to the vendors for their review,
and we adjust the evaluations to provide the most accurate view of vendor offerings and strategies.
We set default weightings to reflect our analysis of the needs of large user companies — and/or
other scenarios as outlined in the Forrester Wave document — and then score the vendors based
on a clearly defined scale. These default weightings are intended only as a starting point, and we
encourage readers to adapt the weightings to fit their individual needs through the Excel-based
© 2013, Forrester Research, Inc. Reproduction Prohibited
October 30, 2013
For Customer Insights Professionals
The Forrester Wave™: Loyalty Program Service Providers, Q4 2013
11
tool. The final scores generate the graphical depiction of the market based on current offering,
strategy, and market presence. Forrester intends to update vendor evaluations regularly as product
capabilities and vendor strategies evolve. For more information on the methodology that every
Forrester Wave follows, go to http://www.forrester.com/marketing/policies/forrester-wavemethodology.html.
Integrity Policy
All of Forrester’s research, including Forrester Wave evaluations, is conducted according to our
integrity policy. For more information, go to http://www.forrester.com/marketing/policies/integritypolicy.html.
Methodology
Forrester fielded its Q3 2013 Loyalty Program Service Providers Forrester Wave™ Customer Online
Survey to 98 individuals who are current clients of the vendors included in our Forrester Wave
evaluation. Each vendor was asked to supply a minimum of 10 customers. For quality assurance,
panelists are required to provide contact information and answer basic questions about their firms’
revenue and budgets.
Forrester fielded the survey from June to August 2013. Respondent incentives included a copy of the
published research.
Endnotes
With empowered customers and disruptive technologies changing business models, obsession with
customer knowledge, needs, and attention will define leaders across all industries. Customer obsession is
not just about spending more money or doing better ad and product targeting. It means shifting spending
to real-time customer intelligence and enhanced customer experiences as well as shifting the sales and
marketing mindset from push to pull with more interactive and engaging content. See the October 10, 2013,
“Competitive Strategy In The Age Of The Customer” report.
1
2
Maritz Loyalty Marketing’s approach grounds program design and execution in four basic drivers of human
behavior: the drive to acquire, the drive to defend, the drive to bond, and the drive to create.
© 2013, Forrester Research, Inc. Reproduction Prohibited
October 30, 2013
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