In this insightful new text, Cristina Ziliani and Marco Ieva trace the evolution of thinking and practice in loyalty management. From trading stamps to Amazon Prime and Alibaba 88 Membership, they present a fresh take on the tools, strategies and skills that underpin its key significance in marketing today.
Loyalty management is increasingly identified with the design and management of a quality customer experience on the journey across the many touchpoints that connect the customer with the brand. Evaluating the research on best practice and offering concrete examples from industry, the authors argue that existing schemes and systems are not just things of the past but should be the optimal starting point for companies needing to foster customer loyalty in an omnichannel world.
Drawing on 20 years of experience in research, consulting and teaching, the authors have compiled a unique research-based practice-oriented text. It will guide marketers, business leaders and students through the changes in marketing thought and practice on loyalty management as well as offering practical guidance on the skills and capabilities that companies need if they want to be successful at delivering essential loyalty-driving customer experiences.
"Customer loyalty is the golden fleece of retailing. Great efforts are required to obtain it but once gained it gives authority and advantage for the owner. Cristina Ziliani and Marco Ieva provide us with insights based on sound theory and evidence on how to capture and use this golden fleece. They point out that the development of tools to … manage loyalty is not new in retail management, but importantly, now, there are new tools and concepts based on new data sources that change the ways to generate and exploit customer loyalty. The book proves an excellent guide through these new approaches, examining the why and how of their use, and their benefits and problems." — Professor John Dawson, Emeritus Professor at the University of Edinburgh and the University of Stirling
"A book that is really worth reading for at least three reasons. First, it takes the reader on a one hundred year long journey through the evolution of loyalty marketing, from the Green Stamps to the digital (branded) wallets. Second, the book is a very interesting and involving reading thanks to a balanced mix of theory and practice, in which the richness of details (a great value added) does never sacrifice the whole picture. Third, Cristina Ziliani’s expertise on loyalty marketing is a guarantee." — Professor Chiara Mauri, Professor of Marketing at LIUC and SDA Bocconi
"Ziliani and Ieva, through a deep analysis of the evolving loyalty practices worldwide, give us precious food for thought. A book to be kept on every marketer desk for years to come." — Stefano Piazzolla, Marketing Information Manager, Esselunga
"This is a welcome and very timely contribution to a fast-moving subject in an omnichannel world. The insights build on extensive experience from twenty years’ research and engagement through the Università di Parma’s Loyalty Observatory and the team led by Professor Ziliani." — Professor Jonathan Reynolds, Academic Director, Oxford Institute of Retail Management, Oxford University
"The book presents an intriguing and wide analysis of loyalty management challenges in the digital age. The authors drive the reader along a longitudinal path: from the first reward programs proposed by the supermarket chains to the last AI-based CRM approaches. They show that in this journey – even if the relational tools used by companies are constantly changing over time – the increase of customer loyalty constantly remain the main goal for brands and retailers. The contents of the book are very insightful for researchers, but also for managers and professionals, who intend to discover in a nutshell ‘the roots and the frontiers of loyalty management’." — Prof. Sandro Castaldo, Professor of Marketing, Bocconi University
1. Loyalty and Marketing
2. The Evolution of Loyalty Management
3. Making Channel Partners Loyal
4. The Impact of Big Data and Artificial Intelligence
5. What We Know About Loyalty Programmes
6. Managing Experience to Foster Customer Loyalty
7. Using Customer Insight in Retail Management
Michela Giacomini and Miriam Panico
8. Loyalty in the Omnichannel Environment
Cristina Ziliani and Marco Ieva
9. Getting Loyalty Right: Barilla and Starbucks
10. Future Challenges