Customer Loyalty Programmes and Clubs

Abstract

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.

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