The Power of Loyalty. Roger Brooks B.

      Table of Contents

       Title Page

       Dedication

       Acknowledgements

       Preface

       ESSENTIAL STEP 1 - Recognize That Loyalty Is All Around You; It’s EVERYWHERE Loyalty

       Learn from the BEST

       Loyalty Is Reciprocal

       Personal Relationships Yield Loyalty

       Connecting One-to-One

       ESSENTIAL STEP 2 - Know Your Customers; Treat Them Like They’re Made of GOLD

       Where Did We Go Wrong?

       Training Is Key

       ESSENTIAL STEP 3 - Loyalty Starts from the TOP

       Ensure the CEO Is On Board

       Be Prepared

       Internal Affairs

       ESSENTIAL STEP 4 - CREATE AFFINITY: A Desire for Your Product, Brand, or Service

       Avis Does Try Harder!

       To Affinity and Beyond!

       Affinity Cards

       Be Humble

       ESSENTIAL STEP 5 - Initiate Next-Generation Marketing: LOYALTY MARKETING

       Open-Mindedness

       Generational Gap?

       Get in the Groove

       Set-Up a Marketing Calendar

       Oh Can-a-da!

       Market Your Redemptions

       Reinforce the Message

       ESSENTIAL STEP 6 - Identify Your CUSTOMERS

       Do You Have an Existing Identifier?

       Survey Says!

       What’s My Incentive to Enroll?

       No Card, No Foul!

       True Story

       What Is the Purpose of Capturing Customer Information?

       Enrollment Strategy

       Can You Punch My Card? (While You’re at it, Can You Punch it Twice?)

       Don’t Forget About Your Employees

       I’m a Manufacturer ... What Should I Use as the Loyalty Program Identifier?

       ESSENTIAL STEP 7 - TRACK Customer Spending Activity Through Each and Every Touchpoint

       What Is a Loyalty Host?

       Lose the Chip

       Use Tracking to Your Benefit

       ESSENTIAL STEP 8 - Motivate Behavior to BENEFIT Customer Relations and Your ...

       Motivate, but Don’t Mislead

       It’s the Little Things That Matter Most

       Is Discounting a Form of Loyalty?

       Issuing Points as the Currency, and the Motivator

       The Power of the Point

       Point Expiration

       Get Your Vendors Involved

       ESSENTIAL STEP 9 - REWARD Customer Performance by Offering Attractive ...

       Breaking Down the Reward

       Rewards Program Pioneers

       Customers Want Transparency

       How Do They Do It?

       Predictive Modeling

       Attractive Redemption Options