Loyalty Over Royalty
π Fiction
π
2016
π Tiece Mickens Presents, LLC
β¦ LIBER β¦
π
Loyalty Management: From Loyalty Programs to Omnichannel Customer Experiences
β Scribed by Cristina Ziliani, Marco Ieva
- Publisher
- Routledge
- Year
- 2019
- Tongue
- English
- Leaves
- 261
- Edition
- 1
- Category
- Library
β¬ Acquire This Volume
No coin nor oath required. For personal study only.
β¦ Table of Contents
Cover
Half Title
Title Page
Copyright Page
Table of Contents
List of illustrations
Introduction
The Loyalty Observatory
Acknowledgements
Abbreviations
Author biographies
1. Loyalty and marketing
Amazon and Alibaba: loyalty-centred strategies
Why loyalty matters today
Evolution of marketing paradigms
From direct marketing to database marketing to CRM
A brief history of customer loyalty metrics
References
2. The evolution of loyalty management
The origins of loyalty management
The age of the loyalty programme (1980β2000)
CRM and the promotion revolution (2000 to today)
References
3. Making channel partners loyal
Managing relationships with channel partners1
Non-price promotions in channel relationships
Loyalty programmes and premiums in channel management
References
4. The impact of big data and artificial intelligence
The information revolution
Big data marketing
The moving frontier of data availability and its impact on business
AI in marketing
Blockchain, marketing and loyalty management
References
5. What we know about loyalty programmes
What is a loyalty programme?
How successful are loyalty programmes?
How are loyalty programmes changing today?
What next for loyalty programmes?
References
6. Managing customer experience to foster customer loyalty
Customer experience as a multidimensional concept
Measuring customer experience
Customer experience management and touchpoints
Customer experience and customer loyalty
References
7. Using customer insight in retail management
Customer insight
Category management
From insight to activation
Change management
References
8. Loyalty in the omnichannel environment
The loyalty-oriented organization
CEM in the omnichannel environment
The evolving market for LMPS
References
9. Getting loyalty right: Barilla and Starbucks
Barillaβs loyalty strategy from 1978 to 2018: from premium promotions to digital collection schemes
My Starbucks Rewards: from store card to digital loyalty ecosystem
References
10. Future challenges
Touchpoints and journeys
Measuring and managing the customer experience
New data and technologies
Ways to innovate loyalty programmes
New threats to customer privacy
Some closing thoughts on customer loyalty
References
Index
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