1. CUSTOMER LOYALTY 1

2. CUSTOMER LOYALTY CARDS
Britannia to offer £40m loyalty bonus
                      
CUSTOMER LOYALTY CARDS

3. Components of a loyalty system
The right customers
Lifetime products and services
Loyal employees
Measures of loyalty

4. The Service-Profit Chain
Operating Strategy and Service Delivery System
Employee Retention
Revenue Growth
Internal Service Quality
Employee Satisfaction
External Service Value
Customer Satisfaction
Customer Loyalty
Employee Productivity
Profitability
retention
repeat business
referral
workspace design
job design
employee selection & development
employee rewards and recognition
tools for serving customers
service concept results for customers
service designed and delivered to meet targeted customers’ needs

5. The Heskett-scheme Apostles Hostages Loyalty (Retention) Mercenaries
100 %
Zone of affection
80 %
Hostages
60 %
Zone of indifference
Loyalty (Retention)
-- monopoly
__ normal competition
40 %
Mercenaries
Zone of defection
Terrorists
20 %
Indifferents 1
extremely dissatisfied 2
somewhat dissatisfied 3
slightly dissatisfied 4
satisfied 5
very satisfied
Satisfaction Measure 1

6. The Virtuous Circle of Loyalty
Deliver Superior Value
Continuous investment in hard-to-match capabilities
Increase customer satisfaction
Demonstrate trustworthiness
Increase customer loyalty
Tighten connections 4

7. When are loyalty programs successful?
Use rewards to strengthen the value proposition
Change customer behaviour
Learn more about your customer: the learning relationship

8. The Relationship Spectrum
Transactional exchanges
Value-adding exchanges
Collaborative exchanges
Anonymous transactions/ Automated purchasing
Complete collaboration and integration of supplier with customer or channel partner 3

9. Devising a Relationship Strategy
Understand the sources and consequences of customer retention
“What is loyalty?”
Identify the reasons for defections
“Why do customers switch?”
Select the customers to retain
“Which customers are valuable?”
Design programs to enhance the value proposition and create barriers to imitation
“How can we gain an advantage?”
Align the organisation to retention as a top priority
How will we implement the strategy?”
Monitor performance and collect feedback for continuous improvement programs
“How are we doing?” 6

10. The Price of Loyalty The programs are expensive
Loyalty programs take on a life of their own once they start
Despite their number and apparent popularity with customers, these programs often fail to increase customers’ loyalty

11. Loyalty and customer satisfaction
Satisfied customers will spread the word
Service is the key to customer loyalty
Customer service beyond the sale
Make a difference with an extra-special touch

12. Loyalty and customer satisfaction
Know your products
What your customers want
Discover customers' buying styles
Know your products
Along with a professional appearance, a caring attitude and product knowledge, salespeople must have the ability to uncover customers' intangible needs and find out what they really want. Your goal is to find something in the store that will meet the needs of your customers.
Probing is a technique for finding out what customers want. There are four basic types of probes that work in different situations and with different customer types:
Open-ended questions will result in customers giving you a cluster of facts, opinions and some feelings. These types of questions start with "How," "Why," "What," and "Tell me more."
Pauses are deliberate, short silences. The salesperson maintains eye contact, asks an open-ended question and then pauses, or begins a statement and pauses before finishing it (such as, "You are going to wear this dress to ?").
Thoughtful statements show customers that you are listening and that your take their feelings seriously. These statements are especially useful for soothing an angry customer so that you can begin to solve the problem. ("I'm sure that was annoying.")
Summary statements put information into a condensed form that shows you have understood what the customer said. They bring the crucial points into focus.
Summary statements give customers a chance to agree or to add something to the information. ("So, you're looking for a blue suit that's not too tailored.")

13. Loyalty and customer satisfaction
Not all satisfied customers stay with their supplier
Solution: go beyond customer satisfaction
Rapport:和谐
Develop the rapport that will make that your customers adore you.