The Customer Loyalty Solution : What Works (and What Doesnt) in Customer Loyalty Programs

ISBN: 0071363661
EAN: 2147483647

Year: 2002
Pages: 226

Authors: Arthur Middleton Hughes

BUY ON AMAZON

Table of Contents
BackCover
The Customer Loyalty Solution - What Works (and What Doesn t) in Customer Loyalty Programs
Introduction to Database Marketing
Incrementalism
Acknowledgments
Chapter 1: How Database Marketing Works
How to Touch a Customer s Life
How We Have Changed
But Does It Work?
Combining the Database with the Web
Web Response
Customer Service
Computing Lifetime Value
The Retention Rate
Modeling for Churn
Use of Database Marketing for Acquisition
Two Kinds of Databases
Why Databases Fail
Summary
What Works
What Doesn t Work
Quiz
Chapter 2: The Mirage of CRM
Assumption 1: Why People Buy Things
Assumption 2: Timely and Relevant Offers
Assumption 3: Becoming Customer-Centric
Assumption 4: CRM Mathematics
The Loyalty Effect
What to Do with the Data
Summary
What Works
What Doesn t Work
Quiz
Chapter 3: Selling on the Web
The Web Is a Passive Medium
The Web Is an Ordering Tool, Not a Selling Tool
Web Advertising Was Highly Overrated
Why Web Supermarkets Failed
So, What Is Left? A Huge Research and Transaction Tool
Premium Distribution
Pure-Play Selling on the Web
Brooks: Clever Efforts to Promote Web Sales
Dealer Locator
Citigroup Strikes Out
eToys Strikes Out
Business-to-Business Web Transactions
Selling on the Web: What We Have Learned
Measuring the Value of a Site
What Works
What Doesn t Work
Quiz
Chapter 4: Computing Lifetime Value
Asian Automobiles
Use of Lifetime Value Data
What Works
What Doesn t Work
Quiz
Chapter 5: The Value of a Name
The Phone Call
Using LTV to Compute a Name Value
Calculating LTV by Segments
Increasing the Retention Rate
The Value of an Email Name
Your Action Plan
What Works
What Doesn t Work
Quiz
Chapter 6: The Power of Communications
Business-to-Business Relationship Building
Consumer Relationship Building
Keeping the Advertisers
What Has Happened to RFM?
Do Communications Change Behavior?
Email Communications
Promoting Music Using Emails
Emails from Racing Fans
Stride Rite Shoes
Constructing an Email Test
Summary
What Works
What Doesn t Work
Quiz
Chapter 7: Customer Response
Welcome, Susan
Setting up a Microsite
How the Web Can Trump the Phone
Generating Web Response
Selling Trucks to Existing Customers
Web-Based Employee Recognition Program
Moving a Loyalty Program to the Web
Summary
What Works
What Doesn t Work
Quiz
Chapter 8: Marketing to Customer Segments
Two Kinds of Data
Reverse Phone Matching
Creating the Segments
Bringing Them Back
Targeting Customer Segments
Quadrant Marketing
Reaching Mothers-to-Be
How Many Segments Should You Create?
Summary of Case Study Results
What Works
What Doesn t Work
Quiz
Chapter 9: Helping Business Customers to Become Profitable
Top 10 Prospects
How to Determine the Next Best Product
Computing the 10 Best Prospects
Using the Web Correctly
Postcard Direct
Secret Double Agents
Supply Chain Management
Panduit s Vendor-Managed Inventory
FedEx Shipping Partnerships
Summary
What Works
What Doesn t Work
Quiz
Chapter 10: Customer Management
A Little Restraint
Building a Data Warehouse
RiskRevenue Analysis
Loyalty Programs
Automatic Trigger Marketing
Building Loyalty for a Lottery Program
Life Matters
Profitable Use of Customer Data
Dealing with Churn in Cellular Service
Getting Customers to Join a Club
What Works
What Doesn t Work
Quiz
Chapter 11: Letting Them Come behind the Counter
Super Customer Service
Along Comes the Web
Customer Service on the Web
Premier Pages
Letting the Supplier Come behind the Counter
Boeing Spare Parts
A Word of Caution
What Works
What Doesn t Work
Quiz
Chapter 12: Can Database Marketing Work for Catalogers?
Use of Database Marketing
How to Personalize
Catalogs and the Web
Use of Collaborative Filtering
What Catalogers Have to Guard against When They Use the Web
Lifetime Value Changes for Catalogers
Summary
What Works
What Doesn t Work
Quiz
Chapter 13: Finding Loyal Customers
Penetration Analysis
Finding Leads for Equipment Financing
Managing Leads on the Web
Building a Relationship with Prospects
Telling Them What They Want to Hear
Cluster Coding
Prospect LTV
Selling Timeshares
Nonprofit Fund Raising
Creating Referrals
Summary
What Works
What Doesn t Work
Quiz
Chapter 14: Profile Marketing
How Modeling Can Help
Getting Customers to Enter Their Own Profiles
The Web Quiz
Quiz
Chapter 15: A Farewell to the Reader
Summary
Appendix: How to Keep Up with Database Marketing
Read Magazines
Visit Web Sites
Read Books
Exchange Information
Get Help
Answers to Quizzes
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Index
Index_B
Index_C
Index_D
Index_E
Index_F
Index_G
Index_H
Index_I
Index_J-K
Index_L
Index_M
Index_N
Index_O
Index_P
Index_Q-R
Index_S
Index_T
Index_U
Index_V
Index_W
Index_Y-Z
List of Figures
List of Tables
List of Sidebars