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

Landsend.com, 276

Last-minute specials, 97–98, 288

Leads:

for equipment financing, 296–299

Web-based lead-management systems, 300–302

Lehman, Julie, 130

Lemke, Tom, 179

Lenscrafters, 106

Lexus, 302

Life insurance, 29–30

Lifetime value (LTV), 9–10, 63–81, 87, 313, 315, 340

automobile company example of, 64–75

and catalogs, 282–285

computing name value from, 90–93

definition of, 64

keys to success and failure with, 80–81

loyalty program analysis of, 222

and multiple product ownership, 77–78

potential, 78–79

prospect, 79, 308–310

purpose of, 63

and recency, 171–173

and segmentation, 77

segments, calculating by, 93

and selling your marketing program, 80

and use of lifetime value data, 75–77

Live agent function, 256

Lost Highway, 120, 121, 122, 124, 126

Lottery programs, 231–235

Loyalty Effect, The (Fredrick Reichheld), 12, 29, 36, 293, 345

Loyalty Group, 116, 117

Loyalty Marketing, the Second Act (Brian Woolf), 345

Loyalty programs, 220–227, 231–235

building, 231–235

and customer service, 250–252

specialty store, 224–227

supermarket, 223–224

Web-based, 158–160

LTV (see Lifetime value)

Lundal, Jeff, xix

Lynne, Shelby, 128