Loyalty.com outlines what the new Internet technology means for marketers in every field and provides specific, easy-to-Implement techniques to create and implement cost-effective and results-driven CRM (Customer Relationship Management) strategies. Filled with hands-on explanations of sophisticated customer analysis and relationship-building techniques that exploit up-to-the-minute technological advances, it shows you how to give customers what they want they want to buy as opposed to what you to sell them--and win customer share as opposed to market share. As part of the Editor's Choice Series, SAS Publishing offers this book as a professional reference for SAS users. This title addresses concepts related to SAS programming, but it is not specific to SAS and does not include SAS examples.
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A few years ago, everybody with a product to sell got a dose of the same religion. In marketing circles, it's called customer relationship management, or CRM. In your house, it's probably called "How the hell did I end up with all these plastic cards in my wallet?" Your grocery store offers you special discounts if you bring one of those cards to wave over the scanner. If you travel, you probably have "loyalty cards" from airlines, hotel chains, and car-rental companies. All these discount and loyalty programs allow the companies to built substantial databases about you--your preferences and patterns--but they also depend on you to do the work, to lug those plastic cards around, keep track of your points and miles, and so on.
There are better ways to build customer relationships, argues Newell. He caused a stir in 1997 with The New Rules of Marketing, and now with Loyalty.com, he wants to cause another one by declaring that most companies attempting to create customer loyalty are going about it all wrong. In fact, he shows that areas with the most aggressive loyalty programs tend to have the least loyal customers--and vice versa. Today, writes Newell, the Internet has made market research cheaper and faster than ever. Software can be designed to predict what a customer will want before she knows she wants it, and the company can go straight to that particular customer to suggest she buy that particular product, rather than showering millions of potential customers with hundreds of product solicitations. It's not easy, and pitfalls abound, as Loyalty.com shows (the issue of customer privacy alone will be the subject of endless legislation in coming years). But the company that masters customer relations will be rewarded with both loyalty and profits. --Lou SchulerFrom the Back Cover:
"The Internet is the quintessential platform on which true Customer Relationship Marketing can come to life. It is the epitome of effective one-to-one marketing, or at least it should be if correctly implemented. Frederick Newell's latest book, Loyalty.com, shows you the roadmap to success in a simple, straightforward way. Must reading for CRM practitioners and those who would aspire to be."
Dan Davidson, Director of Strategic Target Marketing, CheckMark Communications, a division of the Ralston Purina Company.
"We wake up every morning thinking about how we can do even more to strengthen each and every customer relationship. This kind of thinking keeps us growing, Loyalty.com gets you thinking a lot."
Dick Hammill, Senior Vice President, Marketing & Communications, The Home Depot.
"In a friendly, conversational style Fred Newell demonstrates the critical need for Customer Relationship Management. He then goes on to break new ground with an excellent explanation of how the Internet is challenging and changing businesses today and what options we have available. This is a valuable book for those who wish to survive and prosper in the early 21st century."
Brian Woolf, author of Customer Specific Marketing.
"Well-written...takes everything you wanted to know about customer relationships and places it in one resources."
Ken Robb, Senior Vice President Marketing, Brodbeck Enterprises, Inc. d.b.a. Dick's Supermarkets.
"Fred leads by example again! In fine fashion, Fred. demonstrates the great care and commitment critical to successful CRM by delivering ALL of the goods on CRM with his own established brand of no-nonsense, penetrating genius."
Todd N. Alexander, Executive Vice President, Kreber Graphics, Inc.
"This is prerequisite reading for everyone in the organization: operations, merchandising, finance, distribution, human resources, and of course marketing if you expect your company to win the battle for share of wallet!"
Terry E. Maloy, Vice President Marketing, SAM'S Club.
"We can't keep targeting our customers and blasting them with junk anymore. And we can't keep buying with ever-deeper, loss-making discount. Now we are going to have to bite the bullet and start listening to our individual customers' needs, and find cost-effective ways of meeting and influencing them. That's Customer Relationship Management and nobody tells it better than Fred Newell. This is an important book for your career and for your company."
Tony Coad, Development Director, The Daily Telegraph, London.
"Fred Newell brings CRM to life. Not just what but who and how and with what results. More "real world" information packed into 300 pages than you could get in a year's worth of seminars, conferences, and consultant meetings. Get this book."
Don E. Schultz, Professor, Northwestern University.
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