- Paperback: 325 pages
- Publisher: McGraw-Hill Inc.,US; New edition edition (1 Mar 2002)
- Language English
- ISBN-10: 007138782X
- ISBN-13: 978-0071387828
- Product Dimensions: 22.3 x 14.2 x 2.7 cm
- Average Customer Review: 4.0 out of 5 stars See all reviews (3 customer reviews)
- Amazon Bestsellers Rank: 1,656,226 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Amazon.co.uk Review
A few years ago, everybody with a product to sell got a dose of the same religion. In marketing circles, it's called customer relationship management or CRM. In your house, it's probably called, "How the hell did I end up with all these plastic cards in my wallet?" Your grocery store offers you special discounts if you bring one of those cards to wave over their scanner. If you travel, you probably have "loyalty cards" from airlines, hotel chains and car-rental companies. All these discount and loyalty programmes allow the companies to build substantial databases about you--your preferences and patterns--but they also depend on you to do the work, to lug those plastic cards around with you, keep track of your points and miles, on and on.
There are better ways to build customer relationships, argues Newell. He caused a stir in 1997 with The New Rules of Marketing, and now with Loyalty.com he wants to cause another one by declaring that most companies attempting to create customer loyalty are going about it all wrong. In fact, he shows that areas with the most aggressive loyalty programmes tend to have the least loyal customers--and vice versa. Today, writes Newell, the Internet has made market research cheaper and faster than ever. Software can be designed to predict what a customer will want before she knows she wants it, and the company can go straight to that particular customer to suggest she buy that particular product, rather than showering millions of potential customers with hundreds of product solicitations. It's not easy, and pitfalls abound, as Loyalty.com shows (the issue of customer privacy alone will be the subject of endless legislation in coming years). But the company that masters customer relations will be rewarded with both loyalty and profits. --Lou Schuler, Amazon.com --This text refers to an out of print or unavailable edition of this title.
Product Description
"If Wal-Mart founder Sam Walton were alive and heavily involved in the Internet, this is the kind of book he might write." - "Los Angeles Times". Packed with case studies and real-world examples, Loyalty.com reveals what the latest technology shifts mean to marketers in every field - and outlines the fundamentals needed to build customer loyalty that will last.
Inside This Book
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First Sentence
Companies of every kind have rushed to offer customers all kinds of bribes and discounts under the guise of loyalty programs. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Companies of every kind have rushed to offer customers all kinds of bribes and discounts under the guise of loyalty programs. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
1 of 1 people found the following review helpful
Format:Hardcover
This is a book full of ideas for busy execs who need to move their companies faster into managing their customer relationships, and for the teams who have to make it happen.
It is packed with straightforward thinking (eg shows how relationship management is all about reinforcing some customer behaviours and changing others and how to do it). Fred. Newell offers good advice like "don't start with the technology". Lots of neat frameworks, like the four things customers want to tell you (eg point 4. eliminate the issues the customer does not care about) Each step is illustrated by credible examples, ranging from global consumer brands to B2B specialists, well known companies on both sides of the Atlantic. Short punchy chapters are very accessible and each section is summarised.
I recommend part three where he gives a series of successful case examples, like packaged goods marketers, financial institutions, B2B firms and retailers - Boots the Chemist example from Uk is very relevant for its creative thinking built on life-like insights into its customers. For me, Fred. brings CRM to life.
1 of 1 people found the following review helpful
Format:Hardcover
This book is very interesting but I expected more. Its focus is essentially on the benefits of CRM...
I have been convinced that successful companies must develop marketing one to one strategies for while now. Hence I expected more !!! The numerous examples mentioned in the book re-confirm these ideas...
In general, I enjoyed reading this book however I did not learn much. loyalty.com is well written and properly documented. Read it !!!!
0 of 2 people found the following review helpful
Format:Hardcover
I have just read this and E-CUSTOMER by Mckeown: No contest on the loyalty front. Where is the spirit? Where are the answers? As Mckeown says, "the relationship is NOT IN the CRM software"! Read and reinvent - More radical AND useful that Permission Marketing, Customer.COM, or even (dare I say) Loyalty.com :(
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