Description
Book SynopsisIn this insightful text, Cristina Ziliani and Marco Ieva trace the evolution of thinking, contemporary themes and practice in loyalty management.
Loyalty management is increasingly identified with the design and management of a quality customer experience in 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, including seven international case studies, the authors present a fresh take on the tools, strategies and skills â from loyalty programs to CRM to CX â that underpin loyaltyâs key significance in marketing. New to this 2nd edition, readers will find:
- A new chapter exploring the strategic relevance of loyalty management for company long-term profitability.
- A new chapter on loyalty and sustainability, based on research on 90 case studies of loyalty initiatives worldwide, supporting organizations as they strive to meet their ESG requireme
