Purpose and benefits

One of the most important marketing objectives is to retain customers over the long term, because the costs of winning new customers are far higher than those of servicing existing ones. A customer loyalty programme is one way of doing this, although it cannot be regarded as a substitute for satisfactory product quality and service levels.

Customer loyalty programmes, however, do not simply reward customers for making repeated purchases: they are a powerful tool for gathering information on spending patterns and customer profiles. Because the costs and overheads of such a programme are high, it is essential that it is structured and operated effectively.

Related Solutions

Audience

For managers at all levels and those with marketing and customer service responsibilities.

Learning method

Management checklist, answers to FAQs, common traps, and suggested action plans.

Time to Complete

Length

Pages

Participants

Price

(inc. VAT)