2. 7/30/2013 2 What is Loyalty? Loyalty is a deeply held
commitment to re-buy or re-patronize a preferred product or service
in the future despite situational influences and marketing efforts
having the potential to cause switching behavior.
3. 7/30/2013 3 Philosophy of Loyalty 1.Loyalty = Relationship
(something like Dating) 2.Loyalty Points 3.Loyalty Redemption
4.Loyalty = Get more people, to buy more, more frequently, at
higher prices
4. 7/30/2013 4
5. 7/30/2013 5 PRODUCT TOTAL SOLUTION PRODUCT CENTRIC
INTERACTIVE + RELATIONSHIP TANGIBLE INTANGIBLE + SERVICE IMAGE
MARKETING EXPERIENCE MARKETING ONEWAY COMMUNICATION TWO WAY
COMMUNICATION +INTERACTION UNKNOW CUSTOMER ADDRESS CUSTOMER SINGLE
CHANNAL MULTICHANNAL SALES / INDIRECT REAL TIME FEEDBACK
6. 7/30/2013 6
7. 7/30/2013 7
8. 7/30/2013 8
9. 7/30/2013 9 ? ?? / - Win - win Strategy 2
10. 7/30/2013 10 FIRST TIME CUSTOMER REPEAT CUSTOMER CLIENT
SUPPORTER ADVOCATE PARTNER SUSPECTS PROSPECTS DISQUALIFIED
PROSPECT
11. 7/30/2013 11 MASS MARKETING 1960S SEGMENTED MARKETING 1970S
NICHE-MULTINICHE MARKETING 1980S INDIVIDUALIZED MARKETING 1990-2000
80:20 RULES OF PARETO
12. 7/30/2013 12 @ LEARN MORE @ SELL MORE @ MEASURE MORE @
CONNECT MORE @ DO MORE
13. 7/30/2013 13
14. 7/30/2013 14
15. 7/30/2013 15 CUSTOMER INTIMACY RELATIONSHIP MARKETING ONE
TO ONE MARKETING REALTIME MARKETING TECHNOLOGY ENABLE MARKETING
DATABASE MARKETING CUSTOMER RELATIONSHIP MARKETING
33. 7/30/2013 33 Ways of Interactweb Face Fax Tel. email mail
How a company sees customer? Customer web Manufacturing Call Center
Support Team Sales Marketing How a customer sees company?