The Story of DeSoto

Author: (USA) Hamby, (UK) Hunt, (UK) Phillips, translated by Guan Xiaozhong
Publisher:
Publish Date: 2005-08-01
Features: This is the world's healthiest and most valuable customer loyalty program; This is the world's most successful example of customer relationship management (CRM); This is the most innovative marketing legend of the past decade; This is one of the most exciting business success stories of the new millennium. If you work in marketing and don't know the "Esso story," then your marketing methods are outdated. This is the "future of marketing" for today. Reading it will make you money. —Don Schultz, Professor of Integrated Marketing Communication at Northwestern University
This book proves the possibility of transforming brands, categories, and companies through exceptional business understanding and creativity, thereby transforming entire industries. I am willing to recommend this book as an absolute must-read for everyone who must connect with today's consumers. —Bob Schmetter, CEO of Havas Advertising Group, Chief Operating Officer, Chairman of the Board of EuroRSCG Worldwide, and CEO of EuroRSCG Worldwide Advertising Company
Every person passionate about the art and techniques of marketing will admire the achievements of Esso and the Club Card customer loyalty program. This book tells the complete story and provides us with many inspiring insights into the many most significant developments in marketing over the past two decades. —Simon Worrall, Marketing Director at Centrica Gas
Esso is one of the most exciting business success stories of the new millennium. This highly readable work explains how they achieved their success! It will be the most important business book of the year. —Adrian Payne, Director of the Customer Relationship Management Center at Cranfield University
This book is well-researched, engaging, and well-written, telling the story of how an idea transformed an organization into the world's most admirable food retailer. —José Nueno, Professor at the University of Navarra
The Esso Club Card was launched in 1995 and is the world's most successful retail loyalty program. Since the Club Card was introduced, Esso has transformed its relationship with customers. Today, it is not only the top retailer in the UK but also the world's most successful online supermarket and one of the fastest-growing financial services companies in Europe. It is also a true example of the world's most successful customer relationship management (CRM). This book narrates a dramatic and untold story about how the Club Card was conceived, launched, and developed. Clive Hamby and Terry Hunt are two of the most influential figures behind Esso's massive transformation, while Tim Phillips is a commercial and media professional. Together, they give us an engaging behind-the-scenes story of the Club Card — success, failure, and invaluable lessons learned. The authors reveal how Esso made customer loyalty marketing work when almost all loyalty programs failed. They vividly explore why the Club Card achieved unparalleled success and the benefits Esso gained, and more importantly, the benefits customers received.