Customer Loyalty Programmes and Clubs

In every industry, and any company, customer loyalty marketing is an important pillar of corporate strategy. This second edition of Customer Loyalty Programmes and Clubs, explains how the key to effective protection against competition lies in identifying and offering your customers the right combination of financial and non-financial benefits. Stephen Butscher has reviewed the developments that have taken place since his original successful step-by-step guide was published and now includes 'pricing for customer loyalty' and 'e-loyalty' along with extra case studies. He takes you through all the necessary stages to research, plan and launch a programme that builds and develops the relationship between you and your customers, and emphasises value measurement and selection of the right benefits, enabling you to integrate the loyalty programme into every part of your organization. Customer Loyalty Programmes and Clubs includes case studies from some of the most successful companies, including Volkswagen Club, Kawasaki Riders Club, Swatch the Club, Porsche and many more.

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.