Customer Clubs and Loyalty Programmes: A Practical Guide

One of the most effective protections against competition is long-term customer loyalty. This book presents a step-by-step guide which argues that the key to customer loyalty lies in the right mix of financial and non-financial benefits. The book takes the reader through the necessary steps to research, plan and launch a programme that builds and develops the relationship between company and customer. It places special emphasis on value measurement and selection of the right benefits and aims to help the reader integrate the loyalty programme into every part of their organization. It also offers techniques to measure the ongoing success of the strategy and developing and growing the programme. The book includes case studies from some of the most successful companies from the UK, Europe, Australia and the USA, including Volkswagen Club, Kawasaki Riders Club, Microsoft Advantage and Swatch The Club.