Club Operations: Successful Practices of Customer Loyalty Programs - 2nd Edition

Author: (English) Batchelor
Publisher:
Publish Date: 2005-01-01
Features: To ultimately win in the fierce market competition, the most effective measure is to maintain and enhance customer loyalty. This book takes the perspective of customer clubs and provides detailed explanations on the establishment steps, goal setting, organizational structure, and service center setup of customer clubs, as well as the application of the Internet and databases and the reasonable evaluation of results. It comprehensively and thoroughly introduces new models of customer loyalty programs. At the same time, it provides many successful case studies from well-known foreign enterprises, such as the Volkswagen Member Club and the Swatch Member Club, to illustrate these points. The greatest you will gain from this book is the reasonable use of resources such as databases and the effective creation and operation of customer clubs.