Customer Loyalty Programmes and Clubs

Stephan A. Butscher

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English

Gower Publishing Ltd
12 March 2002

Business strategy; Customer services

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 the organization. It also offers techniques to measure the ongoing success of the strategy and for developing and growing the programme. This updated edition includes new chapters on pricing for loyalty and internet loyalty, as well as new case studies to reflect current practice.

By: Stephan A. Butscher
Imprint: Gower Publishing Ltd
Country of Publication: United Kingdom
Edition: 2nd edition
Dimensions: Height: 246mm, Width: 174mm, Spine: 22mm
Weight: 635g
ISBN: 9780566084515
ISBN 10: 0566084511
Pages: 222
Publication Date: 12 March 2002
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

Contents: Part I Customer Loyalty Programmes and Clubs: Why you should read this book!; Executive summary; What is a customer club?; The retention marketing trend. Part II Setting up a Customer Loyalty Programme: How to develop a customer loyalty programme that offers true value; The loyalty programme goals; The loyalty programme's target groups; The type of loyalty programme; The loyalty programme benefits; Pricing for customer loyalty (with Julia Goldenbaum); The financial concept; Communication; E-loyalty - customer loyalty on the Internet (with Verena Burger); The loyalty programme organization and service centre; Integrating the loyalty programme into the sponsoring company; The loyalty programme database; Business-to-business loyalty programmes; Measuring the loyalty programme's success; A view of the future of customer loyalty programmes. Part III Case Studies: SWR3 Radio - The Club - Thomas Brinckwirth; Kawasaki Riders Club - Paul Farmer; T-D1 Company Class - Horst Leonhard Reufsteck and Silke Hausrath; The Porsche Card - Albert Moser; Grohe Professional Club - Raimund Petersen; The Volkswagen Club - Klaus Chojnacki; Swatch the Club. Bibliography; Index; The author.

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.

Reviews for Customer Loyalty Programmes and Clubs

’224 pages of worthwhile reading...’ The Hairdresser 'For anyone considering a loyalty programme or club, there is much excellent advice here from an experienced practitioner. ... Obviously this book is targeted at the management market, but information managers who are looking at methods for keeping existing customers, or developing new markets, should find some challenging ideas in here. It has a thorough bibliography, a good index, and is strongly bound. Recommended.' The Electronic Library