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Status:
Available4.4
27 reviews
ISBN-10 : 036721072X
ISBN-13 : 9780367210724
Author: Cristina Ziliani, Marco Ieva
In this insightful new text, Cristina Ziliani and Marco Ieva trace the evolution of thinking and practice in loyalty management. From trading stamps to Amazon Prime and Alibaba 88 Membership, they present a fresh take on the tools, strategies and skills that underpin its key significance in marketing today.
Loyalty management is increasingly identified with the design and management of a quality customer experience on the journey across the many touchpoints that connect the customer with the brand. Evaluating the research on best practice and offering concrete examples from industry, the authors argue that existing schemes and systems are not just things of the past but should be the optimal starting point for companies needing to foster customer loyalty in an omnichannel world.
1. Loyalty management: strategy for profitable growth
2. The impact of big data and artificial intelligence
3. Loyalty and sustainability
4. What we know about loyalty programs
5. Managing customer experience to foster loyalty
6. Fostering loyalty through engagement and gamification
7. Using customer insight in retail management
8. Benchmarking loyalty management activities: the Italian market
9. Loyalty strategies and the test of time: Barilla and Starbucks
10. Loyalty case studies from around the world
11. Future challenges
salesforce loyalty management
comarch loyalty management
amadeus loyalty management system
customer loyalty management
sap loyalty management
Tags: Loyalty Management, Cristina Ziliani, Marco Ieva, evolution thinking
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