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Database marketing is today’s most powerful tool for designing cost-effective, resource-efficient marketing and operations programs. The Customer Loyalty Solution cuts through theory and guesswork to examine how leading marketers from Lands’ End to IBM are using today’s new breed of database marketing tools to compute lifetime value, cut costs in every area, and make databases easier to access and utilize from anywhere on the globe.
About the Author
Arthur Middleton Hughes is vice president for business development of the CSC Advanced Database Solutions, which builds and maintains databases for major U.S. corporations. A pioneer in the use of databases to reach customers and impact their decision making, Hughes wrote the classic marketer guidebooks Strategic Database Marketing and The Complete Database Marketer.
The Customer Loyalty Solution—What Works (and What Doesn’t) in Customer Loyalty Programs
Arthur Middleton Hughes
Copyright ©2003 by Arthur Middleton Hughes. All rights reserved. Printed in the United States of America. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a data base or retrieval system, without the prior written permission of the publisher.
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This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that neither the author nor the publisher is engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.
—From a Declaration of Principles jointly adopted by a Committee of the American Bar Association and a Committee of Publishers
All trademarked products mentioned in this book are used in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps.
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Library of Congress Cataloging-in-Publication Data
Hughes, Arthur Middleton.
Winning the war for customers : what works and what doesn’t in
customer loyalty programs / by Arthur Middleton Hughes.
ISBN 0-07-136366-1 (hardcover)
1. Database marketing. 2. Customer loyalty programs. I. Title.
HF5415.126 .H845 2003
This book is printed on recycled, acid-free paper containing a minimum of 50% recycled de-inked fiber.
For my wife, Helena,
and her two brothers and sisters-in-law,
Fernando Errázuriz Guzmán and María Eugenia Oyarzún
José Miguel Errázuriz Guzmán and Mónica Lopez,
who gave me the opportunity to write this book in Chile in 2002
About the Author
Arthur M. Hughes is vice president for business development of CSC Advanced Database Solutions (www.cscads.com), which builds and maintains databases for major U.S. corporations. A pioneer in the use of databases to reach customers and impact their decision making, Hughes wrote the classic marketers’ guidebooks Strategic Database Marketing and The Complete Database Marketer. He can be reached at firstname.lastname@example.org