Customer clubs – how Spies Hecker works on its relationships

Abstract

Investigates how companies make customers feel welcome and ensure customer loyalty through offering club membership. Describes book clubs as an example. Lists a number of scenarios where customer clubs have an important role to play. Assesses formats of clubs, stressing that the main cost is selling the concept to the consumers. Lists key tasks to be considered when planning a customer club. Reviews Spies Hecker’s Colour Club, which offers members a unique range of colour resources to enable them to improve colour matching performance as well as providing a number of other benefits: an easy‐to‐use reference guide to refinishing colours; exclusive access to a colour hotline; training vouchers; and regular bulletins. Lists various benefits of club membership both to Spies Hecker and the customer.

Citation

Slight, S. (1995), "Customer clubs – how Spies Hecker works on its relationships", Managing Service Quality: An International Journal, Vol. 5 No. 5, pp. 20-24. https://doi.org/10.1108/09604529510100440