By Arthur Middleton Hughes
To achieve success, database dealers need to imagine like shoppers. they must dream up options they believe will paintings, try them, arise extra new principles, and attempt them back. Arthur Hughes, a number one specialist in database advertising, indicates readers find out how to accomplish these ambitions. He exhibits them find out how to get out of the vicious circle of creating new loyalty courses, as a substitute displaying them find out how to construct enduring loyalty courses utilizing incrementalism. during this advisor, readers will research: - Why giving shoppers a call in an immediate supply continuously reduces reaction - Why you should not marketplace to Gold consumers - What you are able to do to extend retention charges This in-depth advisor, loaded with case reviews from top businesses together with UPS, ebay, American airways, and Land's finish, indicates managers and bosses tips on how to take care of the recent matters that typify the net period.
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Additional resources for The Customer Loyalty Solution : What Works (and What Doesn't) in Customer Loyalty Programs
Example text
The sales rep talked me into a 1300megahertz model that was on sale, rather than the 1500-megahertz that I had selected on the Web. I saved $300.
You can find information on just about anything. Some visit chat rooms. Some get details on news or events that go beyond what can be found in the mass media. Some buy products that they cannot easily find in stores. Some listen to or download music. My vacuum cleaner story, I believe, is typical of consumer Web use. I bought a Hoover with a microfiltration system that needed special bags. When my bags ran out, I went to several supermarkets and department stores in search of more microfiltration bags.
Profits were unimportant to the new economics. The important things were hits and clicks. How many people visit your Web site? How long do they stay there? What do they look at? What do they click on? ” Many of the Web firms were run by young people, many of them technically inclined, who had never run a business of any kind before. They wore jeans and ponytails and shopped for organic foods. It was a weird, wonderful world, and it lasted about 5 years. It all came to a halt in May 2000 when the judge’s decision in the Microsoft case came down.