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Prelude
Part 1: A Broader View of Loyalty
Chapter 1: Customer Centricity and All Its Components
Chapter 2: Loyalty Programs
Chapter 3: The Evolution of Total Rewards
Chapter 4: Innovative Loyalty Design in Other Industries
Part 2: Creating an Analytically Inquisitive and Innovative Culture
Chapter 5: Organizational Dynamics
Chapter 6: Hiring Practices
Chapter 7: Marketing Organizational Structure and Talent
Chapter 8: Using External Resources
Chapter 9: Sales and "VIP" Service Providers
Chapter 10: Customer Service and Contact Centers
Chapter11: Measuring Service and Driving Customer Satisfaction
Chapter 12: The Role of Research
Chapter 13: Brand and Advertising Measurement and the Explosion of Digital Media
Chapter 14: Leadership
Part 3: The Proliferation of Digital and Big Data
Chapter 15: Impact of Big Data
Chapter 16: Interactive CRM
Chapter 17: Putting It All Together
Chapter 18: Innovation
Conclusion and Epilogue
Index
