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Building customer loyalty has become more important than ever for companies as expectations have grown along
with technology and online developments. The use of discounts, coupons and reward schemes are now as good as redundant because
customers want a more valuable and meaningful experience from retailers and other service companies, giving them what they want in a manner
that makes them feel individual.
Frederick Newell is a recognised authority on implementing successful Customer Relationship Management (CRM)
programmes. In this book he describes the strategies and techniques that are now available in the online age and how they can
be used to maximum effect. He outlines how the capabilities of web trading can be used to learn from and understand customers and then
use that information to deliver what the customer wants, when they want it. And he explains how the new technology can make the process
easier to manage to achieve the ideal one-to-one relationship with the customer.
Divided into 4 parts, Newell explains the principles behind implementing a successful CRM strategy and then
describes the tools available, including the web, e-mail, telemarketing and digital printing. The third section examines how
CRM techniques are being used across different business sectors and despite being heavily biased towards US case-studies, it’s good to
see a chapter on the Boots Advantage Card included here. The final section sums up the issues covered in the preceding chapters and
lays out the ground rules for creating loyal customers.
There are plenty of case studies included and although it’s not the easiest book to read, the useful ‘Quick
Tip’ summaries after each section form a valuable checklist and reminder of the main issues. Loyalty.com is an important book for
anyone developing a CRM programme - particularly as part of an online business - and it will help to create the strategic thinking
required to succeed where many have failed.
Further information visit the McGraw-Hill website.
Buy this book at a discount
from Amazon.co.uk
Other online business strategy titles we have reviewed:
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