1. COMPANY LOYALTY EFFORTS
Lesson 6.2
5/27/2018
LESSON 6.2
COMPANY LOYALTY EFFORTS
Discuss the pros and cons of customer loyalty programs
Identify how to build customer loyalty on the Web
CUSTOMER SERVICE

2. 6.2
Loyalty Programs
Loyalty programs are programs that reward customers for their business and encourage repeat business.

3. 6.2
Loyalty Marketing
Loyalty marketing is a strategy where businesses target a marketing effort toward their most valued customers.

4. Frequent Shopper Programs
Lesson 6.2
5/27/2018
6.2
Frequent Shopper Programs
Benefits of loyalty programs
Increase number of loyal customers
Increase sales
Allow retailers to collect information about buying habits of customers
CUSTOMER SERVICE

5. Frequent Shopper Programs
6.2
Frequent Shopper Programs
Criticism of loyalty programs
Retailers invade privacy when they collect information on buying habits.
Some programs do not offer savings they claim.
Some companies increase the number of discounted items for program members and decrease discounts for nonmembers.
Savings are offered to only those who buy the most.

6. Other Ways to Generate Loyalty
6.2
Other Ways to Generate Loyalty
Offer interesting products that are different from the competition.
Sell items that customers want despite a high price.
Sell merchandise that requires your own service.
Anticipate your customers’ needs and fill them before customers ask.

7. Web-Based Loyalty Efforts
6.2
Web-Based Loyalty Efforts
Earn customers’ trust
Offer free products, services, or information
Interact with site visitors
Use surveys to identify what is important to your customers
Keep track of your competitors
Offer loyalty programs

8. What Online Customers Want
6.2
What Online Customers Want
Quality product
Good service
Fair price
Reliable and timely delivery
Easy-to-access customer service