In addition to the external pressure that forces companies to develop appropriate customer loyalty programmes, companies are beginning to realize the positive effect that retention marketing can have on their bottom line. Apart from developing specific loyalty programmes, companies also try to include retention-oriented thinking in other areas. Retention marketing includes closeness to the customer and customer satisfaction for more than an isolated purchase. Formal customer loyalty programmes are an effective tool to create loyal customers, offer them true value, communicate with them on a personal and individual level, and create true relationships. The latest development in the loyalty arena is the increasing number of coalition programmes: customer loyalty programmes that are not managed by one single company, but combine the retention efforts of several companies from different industries. Customer loyalty programmes involve more than the customer service department or the marketing department.