Professional Documents
Culture Documents
Spring 2007
Customer Relationship Management:
A Database Approach
Class 9
James D. Hess
C.T. Bauer Professor of Marketing Science
375H Melcher Hall
jhess@uh.edu
713 743-4175
Loyalty Programs Membership Growth
1100 USA 6% 3.6
1051
973
Design Elements of Loyalty Programs
• Satisfaction-loyalty-profit chain
• Loyalty programs
• Reward Structure
Product
Performance
Customer Retention / Revenue /
Service
Performance Satisfaction Loyalty Profit
Employee
Performance
• Points are exchanged for products and services, typically but not
necessarily associated with the focal firm
• Efficiency profits
• Effectiveness profits
• Value alignment
Efficiency Profits
• Profits that result from a change in customer’s buying
behavior due to the loyalty program
• Customers get more of what they truly want, and firms are safe in
terms of not having to engage in a costly mass marketing exercise
Examples of Loyalty Programs
• Volkswagen Club and Card
– Customers collect points from Volkswagen (VW) for servicing
their car or buying accessories and from partners of car rental
companies and tour operators
– The points can be redeemed for dealer services, price
reductions on car purchases, and catalog merchandise
• Star Alliance Frequent Flyer Program
– Any flight on any Star Alliance airline counts towards a members
frequent flyer program
• Neimann Marcus
– Offers its LP ‘InCircles’ to all customers. Using a shopping card,
customers accumulate points that can be redeemed for
exclusive rewards
• Club Bally Member Rewards
Design Characteristics of Loyalty Programs
• Reward structure
• Tiering of rewards
– Rewards based on asset accumulation response function - how
assets or rewards are accumulated as a function of spending
behavior
• Timing of Rewards
- “Lock-in” effect - firm creates redemption rules that favor long
accumulation periods, thereby impacting customer retention
- Longer the timing to build up to a certain reward level, the greater
the “breakage” (the amount of rewards that are never redeemed)
How can loyalty programs backfire?