ABSTRACT
Developing a customer loyalty programme is very similar to developing a new product: it requires detailed planning, concentrated work and must be taken very seriously. More importantly, the choice of target groups is directly linked to the benefits the loyalty programme must offer, as each target group has its own preferences and demands different benefits. The selection of the right benefits is the most intricate and most important part of the customer loyalty programme concept. A loyalty programme concept will only work if the benefits offered have a high perceived value for the customers. Instead of representing a top-down decision, the loyalty programme will be supported on all levels. In order to guarantee a smooth development of the loyalty programme concept and its implementation, the sponsoring company's management should put together a project team of people from different departments and management levels.
