The customer loyalty solution

by Arthur Middleton Hughes

New 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 one-time 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 includingVerizon’s “best in class” datamart that realized a 1681 percent return on marketing investment Isuzu’s database project that targeted only their best prospects—and cut industry-standard per-unit sales costs in half Weekly Standard’s variable he