Читать книгу The Power of Loyalty - Roger Brooks B. - Страница 3

Table of Contents

Title Page

Dedication

Acknowledgements

Preface

ESSENTIAL STEP 1 - Recognize That Loyalty Is All Around You; It’s EVERYWHERE Loyalty

Learn from the BEST

Loyalty Is Reciprocal

Personal Relationships Yield Loyalty

Connecting One-to-One

ESSENTIAL STEP 2 - Know Your Customers; Treat Them Like They’re Made of GOLD

Where Did We Go Wrong?

Training Is Key

ESSENTIAL STEP 3 - Loyalty Starts from the TOP

Ensure the CEO Is On Board

Be Prepared

Internal Affairs

ESSENTIAL STEP 4 - CREATE AFFINITY: A Desire for Your Product, Brand, or Service

Avis Does Try Harder!

To Affinity and Beyond!

Affinity Cards

Be Humble

ESSENTIAL STEP 5 - Initiate Next-Generation Marketing: LOYALTY MARKETING

Open-Mindedness

Generational Gap?

Get in the Groove

Set-Up a Marketing Calendar

Oh Can-a-da!

Market Your Redemptions

Reinforce the Message

ESSENTIAL STEP 6 - Identify Your CUSTOMERS

Do You Have an Existing Identifier?

Survey Says!

What’s My Incentive to Enroll?

No Card, No Foul!

True Story

What Is the Purpose of Capturing Customer Information?

Enrollment Strategy

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?

ESSENTIAL STEP 7 - TRACK Customer Spending Activity Through Each and Every Touchpoint

What Is a Loyalty Host?

Lose the Chip

Use Tracking to Your Benefit

ESSENTIAL STEP 8 - Motivate Behavior to BENEFIT Customer Relations and Your ...

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

ESSENTIAL STEP 9 - REWARD Customer Performance by Offering Attractive ...

Breaking Down the Reward

Rewards Program Pioneers

Customers Want Transparency

How Do They Do It?

Predictive Modeling

Attractive Redemption Options

Wow Factor

Choose Your Reward Options to Best Suit Your Strategy

ESSENTIAL STEP 10 - MEASURE RESULTS: You Can’t Manage What You Don’t Measure

Mining Data, Crunching Data, Massaging Data

Organizational Hierarchy

EPILOGUE - Initiating YOUR Loyalty Strategy

Crawl, Walk, Run—Loyalty

No Program Is Perfect

And Then There Is Zappos

Index

Subscribe to Entrepreneur Magazine

Copyright Page