Customer Loyalty Programmes and Clubs

Front Cover
Gower Publishing, Ltd., 2002 - Business & Economics - 206 pages
In every industry, and any company, customer loyalty marketing is an important pillar of corporate strategy. This second edition of Customer Loyalty Programmes and Clubs, explains how the key to effective protection against competition lies in identifying and offering your customers the right combination of financial and non-financial benefits. Stephen Butscher has reviewed the developments that have taken place since his original successful step-by-step guide was published and now includes 'pricing for customer loyalty' and 'e-loyalty' along with extra case studies. He takes you through all the necessary stages to research, plan and launch a programme that builds and develops the relationship between you and your customers, and emphasises value measurement and selection of the right benefits, enabling you to integrate the loyalty programme into every part of your organization. Customer Loyalty Programmes and Clubs includes case studies from some of the most successful companies, including Volkswagen Club, Kawasaki Riders Club, Swatch the Club, Porsche and many more.
 

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Contents

Customer Loyalty Programmes and Clubs
1
Why you should read this book
3
Executive summary
5
What is a customer club?
14
The retention marketing trend
20
Setting up a Customer Loyalty Programme
29
How to develop a customer loyalty programme that offers true value
31
The loyalty programme goals
39
The loyalty programme organization and service centre
117
Integrating the loyalty programme into the sponsoring company
122
The loyalty programme database
126
Businesstobusiness loyalty programmes
134
Measuring the loyalty programmes success
140
A view of the future of customer loyalty programmes
148
Case Studies
151
SWR3 Radio The Club
153

The loyalty programmes target groups
45
The type of loyalty programme
50
The loyalty programme benefits
53
Pricing for customer loyalty with Julia Goldenbaum
86
The financial concept
92
Communication
101
customer loyalty on the Internet with Verena BurgeT
111
Kawasaki Riders Club
157
TDl Company Class
163
The Porsche Card
167
Swatch the Club
185
Index
203
Copyright

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About the author (2002)

Stephan A Butscher is a partner with Simon, Kucher & Partners in London and Bonn, Germany and has written on all aspects of customer loyalty strategies. He has worked with companies in continental Europe as well as the USA and received the Alfred Gerardi Award from the German Direct Marketing Association for his work on customer clubs.

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