Loyalty Management
Driving Engagement with Loyalty Programs and Customer Experience
- 338 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Loyalty Management
Driving Engagement with Loyalty Programs and Customer Experience
About this book
In this insightful text, Cristina Ziliani and Marco Ieva trace the evolution of thinking, contemporary themes and practice in loyalty management.
Loyalty management is increasingly identified with the design and management of a quality customer experience in 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, including seven international case studies, the authors present a fresh take on the tools, strategies and skills – from loyalty programs to CRM to CX – that underpin loyalty's key significance in marketing. New to this 2nd edition, readers will find:
- A new chapter exploring the strategic relevance of loyalty management for company long-term profitability.
- A new chapter on loyalty and sustainability, based on research on 90 case studies of loyalty initiatives worldwide, supporting organizations as they strive to meet their ESG requirements and demonstrating how they can use their loyalty programs to do so.
- Coverage of the role of touchpoints in developing loyalty, from physical stores to voice assistants, drawing from state-of-the-art international scientific research.
- Discussion of metrics and KPIs for measuring loyalty management, as well as further exploration of the role of emerging technologies, in particular the application of predictive and generative artificial intelligence to loyalty strategies.
- New case studies and examples from a broader range of industries and geographical regions.
Celebrating 25 years of experience in research, consulting and teaching within the Osservatorio Fedeltà UniPR (Loyalty Observatory), the authors have compiled a unique research-based, practice-oriented text.
It will guide marketers, business leaders and postgraduate students through the changes in marketing thought and practice of loyalty management – including omnichannel, AI and sustainability – 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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Information
Table of contents
- Cover Page
- Endorsement Page
- Half Title page
- Title Page
- Copyright Page
- Dedication
- Contents
- Illustrations
- Preface
- Introduction
- The Loyalty Observatory
- Acknowledgements
- List of abbreviations
- Author biographies
- 1 Loyalty management: Strategy for profitable growth
- 2 The impact of big data and artificial intelligence
- 3 Loyalty and sustainability
- 4 What we know about loyalty programs
- 5 Managing customer experience to foster loyalty
- 6 Fostering loyalty through engagement and gamification
- 7 Using customer insight in retail management
- 8 Benchmarking loyalty management activities: The Italian market
- 9 Loyalty strategies and the test of time: Barilla and Starbucks
- 10 Loyalty case studies from around the world
- 11 Future challenges
- Index