Sandy D. Jap

Customer Loyalty

Readings

Your Loyalty Program is Betraying You, Harvard Business Review, April 2006

A great article full of specific suggestions of what does and doesn't work for customer loyalty programs.

Diamonds in the Data Mine, Harvard Business Review, May 2003

A great story chronicling Harrah's successful use of customer data and their loyalty program to develop and cultivate their customers.

Get Me Out of This Line, Newsweek, Nov. 14, 2005

A short article on paid loyalty programs.

Analytical Life Stages: Using Loyalty Analytics to Grow from Data Infancy to Adulthood, DM Direct, 2004

Optional Links

The Mismanagement of Customer Loyalty, Harvard Business Review

An article which raises questions about the value of customer loyalty. Specifically - customer loyalty should not be confused with customer profitability.

Two excellent and highly readable books are:

  • Loyalty Myths. Keiningham, Vavra, Aksoy and Wallard, Wiley & Sons, 2005.
  • Customer Loyalty: How to Earn it, How to Keep It. Jill Griffin, Jossey-Bass, 2002