Loyalty Management From Loyalty Programs to Omnichannel Customer Experiences

In this insightful new text, Cristina Ziliani and Marco Ieva trace the evolution of thinking and practice in loyalty management. From trading stamps to Amazon Prime and Alibaba 88 Membership, they present a fresh take on the tools, strategies and skills that underpin its key significance in marketing today. Loyalty management is increasingly identified with the design and management of a quality customer experience on the journey across the many touchpoints that connect the customer with the brand. Evaluating the research on best practice and offering concrete examples from industry, the authors argue that existing schemes and systems are not just things of the past but should be the optimal starting point for companies needing to foster customer loyalty in an omnichannel world. Drawing on 20 years of experience in research, consulting and teaching, the authors have compiled a unique research-based practice-oriented text. It will guide marketers, business leaders and students through the changes in marketing thought and practice on loyalty management as well as offering practical guidance on the skills and capabilities that companies need if they want to be successful at delivering essential loyalty-driving customer experiences.

1. Loyalty and Marketing Cristina Ziliani 2. The Evolution of Loyalty Management Cristina Ziliani 3. Making Channel Partners Loyal Cristina Ziliani 4. The Impact of Big Data and Artificial Intelligence Cristina Ziliani 5. What We Know About Loyalty Programmes Marco Ieva 6. Managing Experience to Foster Customer Loyalty Marco Ieva 7. Using Customer Insight in Retail Management Michela Giacomini and Miriam Panico 8. Loyalty in the Omnichannel Environment Cristina Ziliani and Marco Ieva 9. Getting Loyalty Right: Barilla and Starbucks Cristina Ziliani 10. Future Challenges Marco Ieva

Cristina Ziliani is professor of marketing at the University of Parma, Italy. She lectures on loyalty management at leading universities and business events around the world, including Japan, USA, UK, France, Spain and Thailand. She is also the scientific director of the Osservatorio Fedeltà UniPR (Loyalty Observatory). Marco Ieva is a postdoctoral research fellow in marketing at the University of Parma, Italy, where he lectures in customer relationship management and customer analytics. He is also a senior researcher at the Osservatorio Fedeltà UniPR (Loyalty Observatory).