Оглавление
Roger Brooks B.. The Power of Loyalty
Learn from the BEST
Loyalty Is Reciprocal
1. Identify Customers
2. Track Spending
3. Motivate Behavior
4. Reward Performance
5. Measure Results
Personal Relationships Yield Loyalty
Connecting One-to-One
Where Did We Go Wrong?
Training Is Key
Apple Anyone?
Value Your Customers
Ensure the CEO Is On Board
Be Prepared
Internal Affairs
AvisDoesTry Harder!
To Affinity and Beyond!
Affinity Cards
Be Humble
Open-Mindedness
Generational Gap?
Get in the Groove
Loyalty Marketing Exercise
Frame 1
Frame 2
Set-Up a Marketing Calendar
Oh Can-a-da!
Market Your Redemptions
Reinforce the Message
Do You Have an Existing Identifier?
Survey Says!
What’s My Incentive to Enroll?
No Card, No Foul!
I Know I Need to Issue a Loyalty Card, but How Does the Enrollment Process Work?
True Story
What Is the Purpose of Capturing Customer Information?
Enrollment Strategy
What Would Motivate You to Enroll in a Loyalty Program?
Sir: Would You Like Paper or Plastic?
Can You Punch My Card? (While You’re at it, Can You Punch it Twice?)
Don’t Forget About Your Employees
I’m a Manufacturer ... What Should I Use as the Loyalty Program Identifier?
What Is a Loyalty Host?
Lose the Chip
Use Tracking to Your Benefit
Motivate, but Don’t Mislead
It’s the Little Things That Matter Most
Is Discounting a Form of Loyalty?
Issuing Points as the Currency, and the Motivator
The Power of the Point
Point Expiration
Get Your Vendors Involved
Breaking Down the Reward
Rewards Program Pioneers
Customers Want Transparency
How Do They Do It?
Predictive Modeling
What Is Your Mission for Rewarding Customer Performance?
Attractive Redemption Options
Wow Factor
Choose Your Reward Options to Best Suit Your Strategy
Mining Data, Crunching Data, Massaging Data
Organizational Hierarchy
Crawl, Walk, Run—Loyalty
No Program Is Perfect
And Then There Is Zappos
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