Customer Loyalty Programmes and Clubs (2nd ed.)

Citation

(2002), "Customer Loyalty Programmes and Clubs (2nd ed.)", Work Study, Vol. 51 No. 5. https://doi.org/10.1108/ws.2002.07951eae.004

Customer Loyalty Programmes and Clubs (2nd ed.)

Customer Loyalty Programmes and Clubs (2nd ed.)

Stephen A. ButscherGowerISBN 0 566 08451 1£49.50

Q. Who are your best customers? A. Your existing ones! It is usually more cost effective to retain customers than to recruit new ones. Long-term customer loyalty is the most effective protection against competition. Many marketing professionals understand these facts but fail to realise that retention is much more than simply offering loyalty discounts. If the overall approach is wrong, you can simply "discount away" your margins’and end up in a price war. This step-by-step guide explains the key issues in identifying and offering the right combination’of benefits, both financial and non-financial.

This is a fully updated version of the original version and has two new chapters – "Pricing for customer loyalty and e-loyalty: customer loyalty on the Internet" – as well as new case studies.

Butscher takes the reader through all the necessary steps to research, plan and launch a programme that builds and develops the relationship between the organisation and its customers. He pus special emphasis on value measurement and selection of the right benefits, as well as integration of the loyalty’programme into all parts of the organisation.

Case studies include Swatch, Volkkswagen, T-Mobil and Porsche – all companies who have successfully made customer loyalty programmes an essential component of their marketing strategy.