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

Author: (English) Butscher (Butscher/S.A.) / Sun Luhong / Chen Xu
Publisher:
Publishing Date: 2005-03-01
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 outcomes. It comprehensively and thoroughly introduces new models of customer loyalty programs. At the same time, it offers many successful case studies from renowned foreign enterprises, such as the Volkswagen Member Club and the Swatch Member Club, to illustrate these points. The key takeaways from this book include the proper utilization of database resources and the effective creation and operation of customer clubs.