ABSTRACT
The expertise of specialized agencies can also be very valuable during the development of the customer loyalty programme concept or the organization of special events. The central service centre (CSC) co-ordinates, oversees, and organizes all aspects of the loyalty programme's business. The CSC is the main link between the loyalty programme and its environment, and must be equipped and staffed to fulfill this task to a high standard. The standards for the CSC's infrastructure are high. The CSC is in most cases responsible for properly maintaining the database and delivering specific analysis to other company departments on request. The CSC is the communications headquarters and nucleus of the customer loyalty programme. The CSC also takes care of all the loyalty programme administration. While the CSC takes care of the everyday business of the loyalty programme, the loyalty programme management is more involved in supervising the overall concept, and is responsible for adjusting and improving it.
