Copy Link
E-mail
LinkedIn
Facebook
Telegram
WhatsApp
Latest Updates
The Power of Loyalty: 10 Essential Steps to Build a Successful Customer Loyalty Strategy
DIAMOND
RATING
RATING
Roger L. Brooks, Entrepreneur Books, 2010
Senteo’s Review 
The Power of Loyalty seeks to provide a framework for a successful loyalty strategy in any company. The author starts out with some definitions of loyalty, defining the “loyalty cycle’s ” five steps: identify customers, track spending, motivate behavior, reward performance, and measure results. Each chapter ends with “golden tips” about loyalty. Generally, the book gives a 10-step process for creating a loyalty strategy.
These steps include:
- Recognize that loyalty is all around you
- Know your customers
- Loyalty starts from the top
- Create affinity
- Initiate next-generation loyalty marketing
- Identify your customers
- Track customer spending activity
- Motivate customer behavior to benefit customer relations and profit margin
- Reward customer performance by offering attractive redemption options
- Measure results
The book is an easy read and gives good examples of loyalty programs/strategies at leading companies, such as Starbucks, Verizon, Nordstrom, Subway, CVS, Chase Sapphire, Staples, JetBlue, and others. The author also provides 10 steps (or investments) for providing a loyalty program
While touted as a how-to guide for developing a customer loyalty strategy, this book is more about loyalty programs in simple steps, illustrated with examples. There is one chapter at the end about initiating your loyalty strategy, however this will seem a bit simplified for those looking for more strategy and tactical implementation. It gives just 6 “tips” for this: believe in your strategy, find your internal champion, select good partners, choose attractive redemption options, map out your plan, and set a launch date and go for it. The author in this respect uses the idea of a loyalty program and loyalty strategy interchangeably. For more on this subject, please see the Senteo reviews for The Ultimate Question 2.0 and Improving Customer Satisfaction, Loyalty and Profit.
Loyalty strategist Roger L. Brooks invites you to take part in the growing loyalty movement and shows you how to build a successful loyalty strategy following 10 essential steps. Brooks covers the best practices and proven techniques from more than 12 customer loyalty leaders including: Chase, JetBlue, Verizon, Subway, Starbucks, Nordstrom, Wegman’s, T.G.I. Friday’s, CVS/pharmacy, Bank of Montreal, Saks Fifth Avenue and Men’s Wearhouse. He provides a comprehensive 6-point initial launch plan plus strategy essentials including employee and company introductions to loyalty. In addition, you’ll learn how to incorporate loyalty initiatives into your marketing plans and budgets and identify WOW factors to set your business apart from your competitors.
This book is an easy read for managers interested in loyalty programs and their applications (or misapplications) in building customer loyalty. It gives some common-sense pointers and tips, along with 10 steps for understanding and building a loyalty program. There is little, however in terms of data and specific tactics for successful implementation.
Senteo Subject Category
This book is more theoretical than tactical in implementation or development of a strategy. It is more about creating a loyalty program and general steps therein, with some recommendations and tips.
The best book reviews in your inbox!
Subscribe now and receive a special gift with your subscription.
See content on this topic
The key goal of lifecycle management is to maximize the customer's lifespan with the bank, integrate them into everyday banking services, and increase product penetration, which will enable solving the customer's problems in the long term. In this article, we will discuss the details and practical examples that banks can use in their customer lifecycle management.
What is the difference between retention and loyalty, and between customer-centric and relationship-centric business models? How exactly can one monetize customer experience? Michael Ruckman answers these questions and more…
Related Book Reviews & Education
In this updated edition, the author builds on the concepts of his 2006 book in more detail and provides more examples of how companies implemented the system.
Hyken argues that if any business wants to have loyal customers, they must start with loyal employees. Hyken introduces 5 ‘Cults’ that must be implemented to make customers into evangelists.
Frontline Trainings
Front Line Sales Training & Development
Sales training for front line along with basic development and coaching principles for line management.
Master Class
Workshop
Experiential Branding & Communications – Improving Brand Integration Through Emotional Engagement
Understanding branding and communications from the standpoint of emotional engagement and building relevant and meaningful dialogue with customers.
Master Class
Workshop
Designing Experiential Customer Environments (Physical & Digital)
This course covers a complete view of customer touch points (both physical and virtual) and a unique model for standardizing and managing customer contact models across channels including approaches for customer feedback, quality management, and migration.
Management Trainings
Experiential Innovation & Relationship-Centric Business Design
Understand how the innovation process changes moving from functionality and channel design to a process focused on creating value for customers.
New
Online Course
Understanding Brand & Communications
Experiential Branding & Communications – Improving Brand Integration Through Emotional Engagement.
$195 One-Time Charge
Online Course
Understanding Customer Touch Points
This course covers a complete view of customer touch points (both physical and virtual) and a unique model for standardizing and managing customer contact models across channels.
$195 One-Time Charge
Master Class
Workshop
Using Customer-Oriented Analytics & Behavioral Scenarios to Improve Business Performance
Understand the value of a customer-oriented analytics package and how behavioral scenarios can be used to improve profitability through influencing behavior and usage.
Master Class
Workshop
Understanding Game Dynamics & Applying Gamification to Drive Customer / Employee Engagement & Loyalty
To understand the principles of game dynamics and learn how to effectively use the elements of gamification in business: to involve customers, employees and contractors in the process.
Master Class
Workshop
Evolution of CRM Systems – Relationship Management & Influencing Customer Behavior
Understand the components and features in a complex Customer Relationship Management system (infrastructure, architecture, functionality, etc.) and the uses and benefits for both the business and the customer.
Master Class
Workshop
Designing & Managing Effective Relationship Management Processes
Understanding the range and function of different relationship management processes used to build customer engagement models and manage the quality of customer relationships.
Management Trainings
Experiential Innovation & Relationship-Centric Business Design
Understand how the innovation process changes moving from functionality and channel design to a process focused on creating value for customers.
Go Back
Leave a Reply
You must be logged in to post a comment.