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ID Number: R-20-0528



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portions of this document may not reflect current conditions.





The Loyal and Profitable Consumer
8 July 2003
 
Adam Sarner   Tom Berg  

Although customer loyalty programs abound, only through careful differentiation can enterprises succeed in creating true loyalty. This Strategic Analysis Report provides direction for enterprises to plan and develop loyalty management initiates that have long-term impact for the enterprise and the customer.







Price: US$495.00

Pages: 10






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Table of Contents
    1.0     Introduction
      1.1     Customer Satisfaction
      1.2     Long-Term Customers
    2.0     The Future of Loyalty Programs
      2.1     Why Most Point Programs Have Failed to Achieve Loyalty
      2.2     Loyalty Management Tomorrow
      2.3     Case Study: Upromise
    3.0     Identifying Key Loyalty Components
      3.1     Identify and Justify for Loyalty Initiatives
      3.2     Evaluating Relationships
      3.3     Aligning Value
      3.4     Assessing Loyalty Factors
      3.5     Managing Loyalty Initiatives
      3.6     Using CRM to Achieve Loyalty
      3.7     Aligning Resources
      3.8     Customer Loyalty Life Cycle
    4.0     Conclusion
List of Figures
Figure 1: Evaluate Strength of Relationship
Figure 2: Align Relationship Strength With Value to the Enterprise
Figure 3: Case Study: Putting It All Together
Figure 4: How Can CRM Technologies Manage Loyalty
Figure 5: Loyalty Management Aligns With CRM Functionality
Figure 6: Aligning Resources With Loyalty Capabilities
Figure 7: Case Study: Aligning Offerings to Life Cycle



Browse Topics:
 
Acquiring and Retaining Customers
Customer Relationship Management




© 2003 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner's research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.




Resource Id: 399560