Customer loyalty program design full Gonglue.docVIP

 PAGE \* MERGEFORMAT 8 Customer loyalty program design full Gonglue Seize the customer need for effective programs Bargain Harvard Business Review pointed out: Bargain activities can create loyal customers? Pointed out that the following conditions greatly reduced the effectiveness of the activities will bargain: Many managers not only misunderstood, or even often misuse bargain options, such as in the design and implementation of the bargain program, seen as a kind of promotions and activities, or for regular routine business each month in hopes of attracting new customers or to stimulate the old customers to try a particular product or service ... ... I very much agree with imitation, copying, or immutable bargain activities, will give consumers more and more numb; a real contribution and valuable customers were not adequately care for, but those cold, did not frequent the FIT, got cheap and Maiguai. It is necessary from the ‘value-creation and sharing’ point of view the implementation of loyalty programs, and adhere to the following principles: 1, customers are born equal, need to distinguish between the contribution from the value. 2, to create value must be higher than the cost of providing price. 3, customer behavior must become the driving force behind shared values. 4, long-term perspective rather than the short-term super shortcuts. 5, provide value for high-value. Customers want to visit again, should first consider whether to make customers want to go back to what? In other words, one must set the following objectives in order to develop a program: ◆ buy more things? Their needs and how much? Estimate of the? ◆ purchase other products or services (cross-buying)? They do not want to repeat purchase. ◆ given incentives so that they can lead to other potential shoppers? ◆ continue to buy, how many times? What factors affect shopping frequency? Only to clarify the above objectives, in order to effectively develop customer loyalty prog