ABSTRACT
The communication concept must further bear in mind that the customer loyalty programme has to communicate in three different environments, each with different interests and goals. For each of the three groups, different means of communication must be developed to send the appropriate messages. In the first group are the loyalty programme members, in the second group are the company's employees and management, and in the third group is the external loyalty programme environment, which includes the media, the industry in which the sponsoring company operates, external partners, and so on. Furthermore, by using personalized mailings, special offers can be communicated more clearly, after-sales contacts can be established more easily, and loyalty programme members can communicate actively with loyalty programme representatives. The loyalty programme magazine is probably the most important communication element, and is standard for nearly all customer loyalty programmes in a business-to-customer environment.
