Marketing Director, marketing executives, marketing consultants, marketing specialist in charge of customer loyalty

Marketing consultant previously Marketing Director of one on the TOP 100 companies in Poland!

To implement a successful Customer Oriented approach You need to define a loyalty strategy approved by the top management :
Focus the company on the main objectives: keep the customer loyal!
Make loyalty a way to avoid competition!
Make your program a tool to conquest new customers.

Define a strategy according to :
Assessment of your own level of customer’s loyalty
Asses your strength against competitors and your possible differentiation
Define the core target group amongst your customers : focus on your best customers
Define the content of your program :
How to implement a new customer database :
objectives, data, functions, timing, supplier and tenders data ware house and data mining
Define the mix of content of your program:
Customer satisfaction as a basic
Give them specific tangible benefits according to their value!
Give them a specific relation and direct access to the brand
Create a customer’s club or community!
Use the most efficient tool :
Strength and weaknesses of loyalty’s card.
Specific services to provide to your customer (extended warranty)
Is extra discount a must?
How to build a spirit of community.
Use internet as a key part of your program
Statistics and analysis :
Predict customers behaviors
Define and follow customer “life time value”
Data mining tools
Make your program a tool for getting new customers :
Make your customers your own “brand advocates”
Create a real differentiation to motivate prospects to join you.
Communicate on the content of your loyalty program.

3- the key success factors to implement your program :
Get the green light from the board : how to convince them ?
Make the field force your first tool for loyalty
Focus on a step by step implementation.
Give real added value to your customers
Try, monitor, improve : a quality process organization