Trainers' Market - Customer Loyalty Programmes and Clubs

For any company, large or small, the most effective protection against competition is long-term customer loyalty. And, as Stephan Butscher's step-by-step guide explains, the key to customer loyalty lies in identifying and offering your customers the right combination of financial and non-financial benefits.

Since the first edition of Customer Clubs and Loyalty Programmes, published in 1998, customer loyalty marketing has become an important pillar of corporate strategy in all industries. Importantly the key points developed in the original book still hold true today - in fact in most cases more so than ever. This second edition has been fully updated to reflect the key developments that have taken place. Two new chapters - 'Pricing for Customer Loyalty' and 'E-Loyalty: Customer Loyalty on the Internet' - have been added as well as new case studies.

Following the success of the first edition, this book will take you through all the necessary steps to research, plan and launch a programme that builds and develops the relationship between you and your customers. It puts special emphasis on value measurement and selection of the right benefits as well as enabling you to integrate the loyalty programme into every part of your organization. The book presents case studies from some of the most successful companies, including Volkswagen Club, Kawasaki Riders Club, Swatch the Club, Porsche and many more.