The Customer Loyalty Solution : What Works (and What Doesnt) in Customer Loyalty Programs

Using the 80 percent rule to simplify customer management

Using risk/revenue analysis to concentrate on the key 44 percent of your customers

Capturing and using email names at every step in your customer communications programs

Determining the possible improvements in conversion rates before you waste money on any customer management program

Creating a simple, understandable system for putting customers into segments (such as those used by iMarket, Golden Casket, and Scotiabank) and using these segments to guide your customer management program

Where possible, using an event-driven approach to customer management such as that used by Union Bank of Norway

Running your customer management programs based on the segment that customers are in, rather than on some overall marketing plan that does not take customer status into account