Publisher's Synopsis
For many businesspeople, the highly touted database marketing initiatives of the past decade have revitalized marketing programs and even entire firms. For others, however, they have brought little more than wrong turns and false hopes. Why were some initiatives so effective, while others were so, so wrong?
In The Customer Loyalty Solution, database marketing pioneer Arthur Hughes reports that the problem wasn't in the programs, but generally in the antiquated technologies and thinking used to drive those programs. He combines current research with case studies from leading companies such as FedEx, StrideRite, Cendant, and Cingular to reveal how marketers can benchmark market-proven programs to successfully:
-- Track customer activity
-- Build enduring loyalty programs
-- Treat customer communication as a profit center
