Stephan A Butscher

Customer Loyalty Programmes and Clubs

• Broschiertes Buch

Produktbeschreibung

For any company, large or small, the most effective protection against competition is long-term customer loyalty. Stephan Butscher's step-by-step guide explains how the key to customer loyalty lies in identifying and offering your customers the right combination of financial and non-financial benefits.

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Produktdetails

• Verlag: Taylor & Francis
• 2nd edition
• Seitenzahl: 222
• Erscheinungstermin: 2. Dezember 2016
• Englisch
• Abmessung: 246mm x 174mm x 12mm
• Gewicht: 376g
• ISBN-13: 9781138248618
• ISBN-10: 1138248614
• Artikelnr.: 47225174

Autorenporträt

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.

Inhaltsangabe

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.