Loyalty.com outlines what the new Internet technology means for marketers in every field and provides specific, easy-to-Implement techniques to create and implement cost-effective and results-driven CRM (Customer Relationship Management) strategies. Filled with hands-on explanations of sophisticated customer analysis and relationship-building techniques that exploit up-to-the-minute technological advances, it shows you how to give customers what they want they want to buy as opposed to what you to sell them--and win customer share as opposed to market share. As part of the Editor's Choice Series, SAS Publishing offers this book as a professional reference for SAS users. This title addresses concepts related to SAS programming, but it is not specific to SAS and does not include SAS examples.
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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.comFrom the Back Cover:
New Rules of CRM for Reaching and Retaining Customers in Today's Ever-Changing E-Commerce Marketplace!
From the day it hit the bookshelves, loyalty.com has been universally acclaimed as the hands-on, common sense rulebook for making intimate, long-lasting customer connections using the power of the Internet. Now let it show you how to use today's interactive Web to discover the values that are important to your customers, use that knowledge to deliver the benefits they want, and build profitable, mutually beneficial relationships that will pay you back today, tomorrow, and well into the future.
Praise for the groundbreaking loyalty.com...
"If Wal-Mart founder Sam Walton were alive and heavily involved in the Internet, this is the kind of book he might write." Dallas Morning News
"Readers tired of buzzword-laden texts that explore the latest business fad will find a lucid and thorough discussion of creating and managing customer relationships in loyalty.com." Choice
"We wake up every morning thinking about how we can do even more to strengthen each and every customer relationship... loyalty.com gets you thinking a lot." Dick Hammill. Senior Vice President, Marketing and Communications, The Home Depot
"This is prerequisite reading for everyone in the organization: operations, merchandising, finance, distribution, human resources and, of course, marketing if you expect your company to win the battle for share of wallet." Terry E. Maloy, Vice President, Marketing, SAM'S Club
"Packs in a lot of advice ... and instructive examples ... For a crash course on the new face of marketing, it's a good read." Executive Edge
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