Customer Loyalty Programs: Trends and Experiences

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A loyalty program, one of the important strategic components of continuity marketing, aims at delivering the distinct benefits to the customers as an incentive to remain loyal to the firm. It acts as a tool to increase brand loyalty, decrease the customer’s desire to switch over to other brands, decrease the price-sensitivity, spread the brand values through word of mouth and increase the volume of business. To bring out an effective loyalty program, companies should analyze a typical programâ€™s components such as target segments, membership fees, transaction types, reward redemption process, customer analytics and coalition partners. The most cost-effective role of a loyalty program is to improve accessibility, availability and top of the mind awareness of a brand. In order to achieve this, a loyalty program should be communicated through effective advertisement and public relations. This book throws light on the evolution, trends and strategies of loyalty programs.

ABOUT THE AUTHOR N.M. Shanthi

N.M. Shanthi holds a Master's degree in Economics from the University of Madras, India. She has more than 5 years of experience in the IT Training Segment as a marketing professional. She is presently working as a Faculty Member at the Icfai Business School Research Center, Chennai. She also teaches marketing management at Icfai Business School, Chennai. Her areas of interest are marketing and consumer behaviour with a specific focus on the telecom industry. She had presented research papers in various seminars and international conferences and is a regular contributor of articles to various management journals and business magazines.