5（课件）- 《客户关系管理（英文版）》同步教学（人民大学版）

Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited CRM Customer Relationship Management Urvashi Makkar Harinder Kumar Makkar Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited Chapter 5 Loyalty Management Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited Introduction Learning Objectives Loyalty Management Definition of Loyalty How to Manage Loyalty Ideology of Loyalty Management Architecture of Loyalty Management Loyalty Programs Planning and Managing Loyalty Programs Types of Loyalty Programs Success Drivers of Loyalty Programs Recap Chapter 5: Loyalty Management Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited After going through this chapter, the students will be able to: Understand the concept of Customer Loyalty Explain Loyalty Management Understand the design and implementation of Loyalty Management System Understand the design and implementation of Loyalty Programs Learning Objectives Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited An organization cannot survive by only focusing on acquiring more customers; rather it needs to find out the ways and means of recurring purchases from the existing Customers. The organization has to closely examine its engagements with the customers and study the customer experiences with its products and services. Earning loyalty of the existing customer is the ultimate purpose of Customer Relationship Management. For sustaining the long term relationships with the customers, organizations implement special reward policies, which subsequently strengthen this relationship. The loyalty pro