ICF Next recognized by Independent Research Firm for Loyalty Marketing and Commerce Services

ICF Next is proud to be included in two recent reports by Forrester Research Inc., a leading global research and advisory firm. 

First, ICF Next has been included in the latest loyalty report Now Tech: Loyalty Marketing, Q4 2020. This report provides an in-depth overview of the current loyalty marketing landscape and what B2C marketers need to consider when partnering with a loyalty marketing provider in today’s increasingly complex environment.

The report outlines how loyalty solutions providers can help B2C marketers develop loyalty strategies and design, execute, and measure loyalty tactics — including programs — that retain, reward, and recognize customers. It also identifies how B2C marketers need to look past traditional program management and instead focus on how loyalty encompasses consumers’ actions and feelings. To take your approach above and beyond the norm and aspire to loyalty company status (rather than just another company with a loyalty program), you need a partner who will empower you to:

• Understand what makes your loyal customers tick
• Reinvent your loyalty value proposition
• Measure the emotional loyalty of your customers

Forrester has recognized ICF Next in the midsize hybrid loyalty solutions provider category, defined as partners who “combine technology and services capabilities to address the broadest spectrum of loyalty requirements, from strategy to program management to loyalty measurement and analytics. Many clients that work with hybrid loyalty solutions leverage their provider for operational services to help them manage the program on a day-to-day basis.”

ICF Next has also been included in the Now Tech: Commerce Services, Q4 2020 report. This report covers how organizations can select a partner to help them build world-class omnichannel experiences for B2B and B2C companies. 

This separate report outlines how omnichannel and commerce services have been thrust into the forefront due to COVID-19 and the shift to comprehensive digital experiences as a result. When selecting a partner to work with, Forrester recommends you consider one who:

• Possess the skills that span your commerce transformation needs
• Understand the nuances and needs in your industry and channels
• Bring assets and alliances to anchor and accelerate your success

Commerce isn’t just about implementing catalog and payment solutions. Commerce services encompasses strategy and creating experiences in addition to operations. Forrester has recognized ICF Next in the small solution provider category with an expertise in strategy and experiences focus.  The companies in the strategy services category “help enterprises craft an omnichannel commerce strategy and roadmap as well as execute the organization change management needed,” whereas the companies in the experiences services category “help enterprises build commerce experiences — design, customer data management, and marketplaces.”