Customer Loyalty Programmes and ClubsGower Publishing, Ltd., 2002 - 206 pages For any company, large or small, the most effective protection against competition is long-term customer loyalty. And, as Stephan Butscher's step-by-step guide explains, the key to customer loyalty lies in identifying and offering your customers the right combination of financial and non-financial benefits.Since the first edition of Customer Clubs and Loyalty Programmes, published in 1998, customer loyalty marketing has become an important pillar of corporate strategy in all industries. Importantly the key points developed in the original book still hold true today - in fact in most cases more so than ever. This second edition has been fully updated to reflect the key developments that have taken place. Two new chapters - 'Pricing for Customer Loyalty' and 'E-Loyalty: Customer Loyalty on the Internet' - have been added as well as new case studies.Following the success of the first edition, this book will take you through all the necessary steps to research, plan and launch a programme that builds and develops the relationship between you and your customers. It puts special emphasis on value measurement and selection of the right benefits as well as enabling you to integrate the loyalty programme into every part of your organization. The book presents case studies from some of the most successful companies, including Volkswagen Club, Kawasaki Riders Club, Swatch the Club, Porsche and many more. |
Table des matières
1 | 20 |
Pricing for customer loyalty with Julia Goldenbaum | 86 |
31 | 98 |
customer loyalty on the Internet with Verena Burger | 111 |
The loyalty programme database | 127 |
Businesstobusiness loyalty programmes | 134 |
Measuring the loyalty programmes success | 140 |
A view of the future of customer loyalty programmes | 148 |
Kawasaki Riders Club | 157 |
TD1 Company Class | 163 |
The Porsche Card | 167 |
Swatch the Club | 185 |
203 | |
206 | |
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Expressions et termes fréquents
achieve activities advertising areas attractive bonus points brand business-to-business Butscher call centre cent CHAPTER club benefits club members communication company's competitive competitors cost create credit card customer club customer loyalty programme dealers detail discounts e-loyalty effect end-user Eurocard example external partners factors Figure focus Germany goals gramme Grohe Professional Club Hapag Lloyd hotline IKEA important increase industry Internet interview Kawasaki long-term loyalty marketing loyalty pro loyalty programme benefits loyalty programme concept loyalty programme magazine loyalty programme management loyalty programme members mailings marketing tools Märklin membership fee merchandise needs organization point of sale Porsche Card potential profit programme's promotions purchase Quicksell Reichheld relationship marketing revenue service centre soft benefits sponsoring company strategies success Swatch the Club SWR3 T-D1 Company Class T-Mobil target groups tomers value-oriented Volkswagen Club Volkswagen Group