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Looking after business: linking existing customers to profitability

Robin Clark (Author of The Customer Loyalty Report and editor of the monthly newsletter Customer Loyalty Today. SJB Services is an independent business information provider specializing in customer loyalty, smart cards and biometrics. As well as publishing in‐depth reports on these subjects, SJB Services produces the monthly newsletters Customer Loyalty Today, Card Technology Today and Biometric Technology Today, along with a variety of short reports and seminars. Consultancy projects have been carried out for a number of blue chip companies around the world)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Article publication date: 1 June 1997

4305

Abstract

Claims that a supermarket’s most loyal customers are around 1,000 times more profitable than its least loyal. Takes the reader through all aspects of loyalty from getting to know your best customers, through how to reward them, to the science of customer loyalty; how to measure a customer’s lifetime value and the effectiveness of your scheme. Analyses existing schemes around the world in retailing (including supermarkets and petrol retailing), travel, leisure, finance and motoring industries. Investigates customer loyalty techniques for business to business, independent retailers, brands, newspapers, utilities, dental supplies, computing and town loyalty.

Keywords

Citation

Clark, R. (1997), "Looking after business: linking existing customers to profitability", Managing Service Quality: An International Journal, Vol. 7 No. 3, pp. 146-149. https://doi.org/10.1108/09604529710166932

Publisher

:

MCB UP Ltd

Copyright © 1997, MCB UP Limited

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