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

Introduction to Database Marketing

Figure I-1: What Works and What Doesn’t Work

Chapter 1: How Database Marketing Works

Figure 1-1: Profits by Customer Segment

Figure 1-2: Operational and Marketing Databases

Chapter 2: The Mirage of CRM

Figure 2-1: Reichheld 5 Percent Retention Gains Source: Frederick Reichheld, The Loyalty Effect (Boston: Harvard Business School Press, 1996), p. 36.

Chapter 3: Selling on the Web

Figure 3-1: Use of Web Certificates

Figure 3-2: Finding a Dealer

Chapter 4: Computing Lifetime Value

Figure 4-1: Gain in Retention Rate

Chapter 5: The Value of a Name

Figure 5-1: Viral Marketing

Figure 5-2: Viral Email Dispatch

Chapter 6: The Power of Communications

Figure 6-1: RFM Break-Even Chart

Figure 6-2: Lucinda Williams Landing Page

Figure 6-3: Focus Group Page

Figure 6-4: Reward for Survey

Figure 6-5: Survey

Figure 6-6: Concert Tickets Email

Figure 6-7: Online Campaign Reports

Figure 6-8: Email Sample 1

Figure 6-9: Email Sample 2

Figure 6-10: Email Sample 3

Figure 6-11: Web Site for Designing Your Web Address

Figure 6-12: Text of Valentine’s Day Email

Chapter 7: Customer Response

Figure 7-1: Sample Microsite

Figure 7-2: Customer Service Link through the Web

Chapter 8: Marketing to Customer Segments

Figure 8-1: iDine

Figure 8-2: Currently Registered HV Customers by Start Date and Program Area

Figure 8-3: Sales Rates for the House List Calendar Mailing

Chapter 9: Helping Business Customers to Become Profitable

Figure 9-1: Dun & Bradstreet Data

Figure 9-2: BenefitMall Web Site

Figure 9-3: Postcard Direct

Figure 9-4: Order Form for Postcard Direct

Figure 9-5: Postcard Order Details

Figure 9-6: Vendor-Managed Inventory

Chapter 10: Customer Management

Figure 10-1: iMarket Prospect Segmentation System

Figure 10-2: Team Performance in Conversion to Multibuyers

Figure 10-3: Club Performance in Conversion to Multibuyers

Chapter 11: Letting Them Come behind the Counter

Figure 11-1: Profitability

Figure 11-2: Elimination of the CSR. (a) Current system. (b) New system.

Figure 11-3: One-Click Ordering

Figure 11-4: The Boeing Global Airline Inventory Network

Chapter 12: Can Database Marketing Work for Catalogers?

Figure 12-1: Lands’ End Live. Lands’ End, Inc. Used with permission.

Figure 12-2: My Virtual Model. Lands’ End, Inc. Used with permission.

Figure 12-3: My Personal Shopper. Lands’ End, Inc. Used with permission.

Chapter 14: Profile Marketing

Figure 14-1: Profile by Age Range

Figure 14-2: Actual Age Range of Customers

Figure 14-3: Income Ranges

Figure 14-4: Profile by Gender

Figure 14-5: Disney Survey

Figure 14-6: Macy’s Survey

Figure 14-7: Reasons to Fill Out the Macy’s Survey

Figure 14-8: New York Times Survey

Figure 14-9: Web Quiz

Figure 14-10: Results of the Quiz

Figure 14-11: The Fix for Your Problems