The Customer Loyalty Solution

How Today's Marketing Leaders Have Bypassed the 'Experts' to Craft Effective, Inexpensive Customer Loyalty ProgramsDatabase marketing is today's most powerful tool for designing costeffective, resourceefficient marketing and operations programs.The Customer Loyalty Solution cuts through theory and guesswork to examine how leading marketers from Land's End to IBM are using today's new breed of database marketing tools to compute lifetime value, cut costs in every area, and make databases easier to access and utilize from anywhere on the globe.Praise for The Customer Loyalty Solution:'The Customer Loyalty Solution combines the best of traditional practice with contemporary market factors in terms that inspire and cut across industries. Straightforward enough for the upcoming 11 marketer as well as a great catchup for the seasoned practitioner.'Joe Rapolla, VP, Consumer Marketing Services, Universal Music Group/CLO'Delivers practical solutions instead of hyperbole and theory. Hughes makes this book fun to read, and he gets his point acrossclearly.'Robert McKim, CEO, msdbm'Well written and easy to understand. Hughes imparts his wisdom to set realistic expectations and provides case studies adding realworld application.'J.C. Johnson, VP, Database Marketing, Fairfield Resorts'Hughes distills the jargon and complexity of database marketing into a refreshingly straightforward and practical guide.The Customer Loyalty Solution should be required reading for anyone serious about making database marketing work.'Jonathan Huth, VP, Relationship Database Marketing, ScotiabankNew technologies like the Web have brought unprecedented change to database marketing. But some things never change. Successful marketers have learned that to understand their customers they must still think like their customers, who continue to ignore onetime discounts to ask, 'Why would I want to be that company's customer? What's in it for me?'The Customer Loyalty Solution goes straight to the source, revealing how marketers today are leveraging their database marketing programs to identify and attract the most profitable new customers, increase current customer retention and repurchase, and identify and reward their most loyal and profitable customers. More than 40 detailed case studies and dozens of examples reveal success stories including Verizon's 'best in class' datamart that realized a 1681 percent return on marketing investment Isuzu's database project that targeted only their best prospectsand cut industrystandard perunit sales costs in half Weekly Standard's variable headline strategy that increased direct mail response rates by nearly 25 percentAuthor and database marketing pioneer Arthur Hughes doesn't hide behind incomprehensible formulas and impossibletonavigate layouts. Each easytofollow chapter clearly addresses and explains a different piece of the databasemarketing puzzle. Case studies are clearly marked and detail what went rightor wrong. Chapterending synopses summarize the lessons to be learned in each chapter and clearly review what worked and what didn't. These features and others combine with innovative charts and quizzes to ensure handson understanding of material covered and make the book a timely, prac