Customer Loyalty Programmes and Clubs

Customer Loyalty Programmes and Clubs by Stephan A. Butscher, published by Routledge in 2016, is a comprehensive guide that explores the significance of customer loyalty marketing as a fundamental aspect of corporate strategy. This second edition, consisting of 222 pages, provides insights into how businesses can effectively protect themselves against competition by offering the right mix of financial and non-financial benefits to their customers. Butscher reviews key developments since the original publication, introducing concepts such as ‘pricing for customer loyalty’ and ‘e-loyalty,’ along with additional case studies.

Readers will find a detailed approach to researching, planning, and launching customer loyalty programs that foster strong relationships between businesses and their customers. The book emphasizes the importance of value measurement and selecting appropriate benefits, ensuring that loyalty initiatives are integrated throughout the organization. Case studies from successful companies, including Volkswagen Club and Porsche, illustrate practical applications of the strategies discussed, making this edition a valuable resource for those interested in business, customer relations, and marketing.