ABSTRACT
This chapter describes how to set up successful loyalty programmes in general – the term 'customer club' is simply a synonym for value-oriented loyalty programmes. Numerous forms of customer loyalty programmes have resulted from the efforts of countless companies, institutions and non-profit organizations to retain customers. The core goal of a customer loyalty programme is, of course, to increase profit, revenue and market share. Customer loyalty programmes are very flexible and can cover several target groups, so it is possible to remain in touch with customers even if their habits change and they move from one target group or segment to another. A customer loyalty programme mainly communicates in three areas: with loyalty programme members, with the personnel of the sponsoring company, and with those in its external environment, such as the media. Also, a loyalty programme member might expect special treatment at the point of sale.
