Posts Tagged ROI
Loyalty Program Design Fundamentals Part I
March 24th, 2010If you are a loyalty program manager, most likely you will agree that a loyalty program can be an expensive exercise. Not only does it require a substantial infrastructure and a large amount of human time to support, but also once started it is difficult to pull the plug without violating customer good will. Therefore, it is critical to design a loyalty program so that it will encourage customer participation and achieve maximum business benefits. In this two-part series, I would like to discuss some key points in this area. In this first part, I will discuss what are the design factors that a loyalty manager should consider. Next week, I will talk about what academic research has taught us about some of the design factors.
Social CRM — Opportunities and Challenges
March 11th, 2010In this blog, I would like to offer a primer on social CRM (or sCRM for short) and discuss the opportunities and currently unresolved challenges associated with implementing sCRM in practice.
Word-of-Mouth or Traditional Marketing?
September 13th, 2009Some people may disagree with what I am about to say here: online social networks bring people closer to each other. At least that is the personal impact that they have had on me. But what does this mean for marketing? One answer is that word-of-mouth between consumers is carrying more weight in how we [...]
