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Loyalty Management - From Loyalty Programs to Omnichannel Customer Experiences (Paperback)
Loot Price: R1,188
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Loyalty Management - From Loyalty Programs to Omnichannel Customer Experiences (Paperback)
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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. Drawing on 20 years of experience in
research, consulting and teaching, the authors have compiled a
unique research-based practice-oriented text. It will guide
marketers, business leaders and students through the changes in
marketing thought and practice on loyalty management as well as
offering practical guidance on the skills and capabilities that
companies need if they want to be successful at delivering
essential loyalty-driving customer experiences.
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