The Customer Loyalty Solution

What Works (And What Doesn't) in Customer Loyalty Programs

Arthur Middleton Hughes

364 pages, parution le 10/04/2003

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Résumé

New technologies like the Web have brought unprecedented change to database marketing. But some things never change. Successful marketers have learned that to understand their customers they must still think like their customers, who continue to ignore one-time discounts to ask, "Why would I want to be that company's customer? What's in it for me?"

The Customer Loyalty Solution goes straight to the source, revealing how marketers today are leveraging their database marketing programs to identify and attract the most profitable new customers, increase current customer retention and repurchase, and identify and reward their most loyal and profitable customers. More than 40 detailed case studies and dozens of examples reveal success stories including

Verizon's "best in class" datamart that realized a 1681 percent return on marketing investment
Isuzu's database project that targeted only their best prospects--and cut industry-standard per-unit sales costs in half
Weekly Standard's variable headline strategy that increased direct mail response rates by nearly 25 percent

Author and database marketing pioneer Arthur Hughes doesn't hide behind incomprehensible formulas and impossible-to-navigate layouts. Each easy-to-follow chapter clearly addresses and explains a different piece of the database-marketing puzzle. Case studies are clearly marked and detail what went right--or wrong. Chapter-ending synopses summarize the lessons to be learned in each chapter and clearly review what worked and what didn't. These features and others combine with innovative charts and quizzes to ensure hands-on understanding of material covered and make the book a timely, practical guide.

The Customer Loyalty Solution reveals how database marketing and customer relationship management initiatives are making a difference, today, for the world's leading marketers. It provides you with step-by-step techniques for benchmarking their efforts to develop intelligent strategies of your own, understanding how and why they work, and monitoring their results to continually adjust and modify for changing market conditions. The result will be far stronger customer loyalty, more consistent repeat sales, and a database-marketing program that is enjoyable and successful--for both you and your most profitable customers.

Contents

How Database Marketing Works
The Mirage of CRM
Selling on the Web
Computing Lifetime Value
The Value of a Name
The Power of Communications
Customer Response
Marketing to Customer Segments
Helping Business Customers to Become Profitable
Customer Management
Letting them Come Behind the Counter
Can Database Marketing work for Catalogers?
Finding Loyal Customers
Profile Marketing
A Farewell to the Reader

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Arthur Middleton Hughes
Parution	10/04/2003
Nb. de pages	364
Format	16 x 24
Couverture	Relié
Poids	720g
Intérieur	Noir et Blanc
EAN13	9780071363662