Customer Loyalty Programmes and Clubs

by Butscher,Stephan A.

• ISBN13: 9780566084515
• ISBN10: 0566084511
• Edition: 2nd
• Format: Hardcover
• Copyright: 2002-03-28
• Publisher: Routledge

Summary

For any company, large or small, the most effective protection against competition is long-term customer loyalty. And, as Stephan Butscher's step-by-step guide explains, the key to customer loyalty lies in identifying and offering your customers the right combination of financial and non-financial benefits.Since the first edition of Customer Clubs and Loyalty Programmes, published in 1998, customer loyalty marketing has become an important pillar of corporate strategy in all industries. Importantly the key points developed in the original book still hold true today - in fact in most cases more so than ever. This second edition has been fully updated to reflect the key developments that have taken place. Two new chapters - 'Pricing for Customer Loyalty' and 'E-Loyalty: Customer Loyalty on the Internet' - have been added as well as new case studies.Following the success of the first edition, this book will take you through all the necessary steps to research, plan and launch a programme that builds and develops the relationship between you and your customers. It puts special emphasis on value measurement and selection of the right benefits as well as enabling you to integrate the loyalty programme into every part of your organization. The book presents case studies from some of the most successful companies, including Volkswagen Club, Kawasaki Riders Club, Swatch the Club, Porsche and many more.

Table of Contents

List of figures	vii
List of tables	ix
Preface to the second edition	xi
Preface to the first edition	xiii
Part I Customer Loyalty Programmes and Clubs	1	(28)
Why you should read this book!	3	(2)
Executive summary	5	(9)
What is a customer club?	14	(6)
The retention marketing trend	20	(9)
Part II Setting up a Customer Loyalty Programme	29	(122)
How to develop a customer loyalty programme that offers true value	31	(8)
The loyalty programme goals	39	(6)
The loyalty programme's target groups	45	(5)
The type of loyalty programme	50	(3)
The loyalty programme benefits	53	(33)
Pricing for customer loyalty (with Julia Goldenbaum)	86	(6)
The financial concept	92	(9)
Communication	101	(10)
E-loyalty: customer loyalty on the Internet (with Verena Burger)	111	(6)
The loyalty programme organization and service centre	117	(5)
Integrating the loyalty programme into the sponsoring company	122	(4)
The loyalty programme database	126	(8)
Business-to-business loyalty programmes	134	(6)
Measuring the loyalty programme's success	140	(8)
A view of the future of customer loyalty programmes	148	(3)
Part III Case Studies	151	(40)
SWR3 Radio -- The Club	153	(4)
Thomas Brinckwirth
Kawasaki Riders Club	157	(6)
Paul Farmer
T-D1 Company Class	163	(4)
Horst Leonhard Reufsteck
Silke Hausrath
The Porsche Card	167	(3)
Albert Moser
Grohe Professional Club	170	(8)
Raimund Petersen
The Volkswagen Club	178	(7)
Klaus Chojnacki
Swatch the Club	185	(6)
Bibliography	191	(12)
Index	203	(7)
The Author	210