The Power of Loyalty. Roger Brooks B.

Чтение книги онлайн.

      If you haven’t read it already, I recommend The Starbucks Experience by Joseph A. Michelli, Ph.D. You will learn every detail of why Starbucks is the number-one coffee retailer in the world. You will learn why it is an expert in food service retailing and how it has been able to continue to prosper year after year. It has an exclusive approach to everything it does from how it trains and treats its employees to how it selects the coffee beans it brews.

      In July 2008, Starbucks closed approximately 600 underperforming stores in an effort to ease its financial woes. It has been reported that the reasons it closed nearly 10 percent of its shops in the U.S. were the weakening economy, fierce competition, and cannibalization from its own stores.

      As much as coffee is addictive, the experience becomes equally addictive.

      More recently, Starbucks initiated a customer loyalty program, My Starbucks Rewards, and the timing couldn’t have been better. The rewards program will be a key driver to fighting competing businesses such as Dunkin’ Donuts and McDonald’s, as well as emerging competition from hometown coffee houses. The program strategy for My Starbucks Rewards will be one of the most important decisions Starbucks has made for its company’s future. Due to the size and scale of the program, Starbucks must find a way to wow its customers with an exciting program offering attractive benefits.

      Currently, there are three levels to the Starbucks program: WELCOME LEVEL, GREEN LEVEL, and GOLD LEVEL. Each level has its own set of benefits, and members can graduate to the next level by making ongoing purchases. You can receive additional details on the program by visiting starbucks.com/card.

      There are dozens of examples like Starbucks out there. My goal is to provide you thought-provoking insights on the importance of customer loyalty, customer loyalty programs, and customer loyalty strategies.

      If you are a small-business owner, entrepreneur, or corporate executive researching options for a new program or you work for a company that has an existing customer loyalty program you’re looking to enhance, I’m confident you’ll receive information here that will assist you and/or complement your current efforts.

      Administering a customer loyalty strategy demands a great deal of time, attention, thought, effort, sweat and tears, but there are few books written about the fundamentals of launching or enhancing customer loyalty strategies. My objective is to provide you with insights and value that will save you time and money in the end.

      I intend to take all the knowledge and experience I have on loyalty strategies and publish that knowledge indefinitely for my readership in the form of weekly e-mails, news articles, trade publications, and books. The Power of Loyalty is the first book of its kind on the subject of loyalty, but rest assured, it will not be the last book I write on this topic. There’s much to cover on loyalty. In this first book, my mission is to provide you with as much information as I can, as quickly as I can. This book will provide an essential foundation for understanding the principles of loyalty so you can begin to build or refine your own loyalty strategies around it.

      If you and your company have the determination, dedicated team, and commitment, there is no doubt you can build a first class loyalty program. Remember, this book is a tool, not a bible. Your loyalty strategy should complement your business, be it large or small. But be certain. Once you say go, hold on tight, because there’s no turning back. Initiating loyalty is an eternal strategy.

      Your loyalty strategy is without a doubt an unparalleled way for you to identify your customers and eventually change their purchasing behavior to become more profitable for your company.

      Ironically, it is also the best way for you to learn about the strengths and weaknesses of your own business. So start off by being loyal to your customers, and give them a reason to be loyal in return.

      Once you GET the fundamentals down, you will be on your way to mastering the art of loyalty. Start with the basics, and build your strategy around those values. As Coach Dunn told me, “Be loyal, and loyalty will be returned to you tenfold. It’s a law of life.”

      —Roger L. Brooks

       CUSTOMER LOYALTY PROFILE

       My Starbucks Rewards

      ABOUT THE PROGRAM: Membership is free for My Starbucks Rewards; however, in order to participate you have to purchase a gift card for $5 or more and register your Starbucks Card online. There are three levels of membership, and members earn 1 Star for every purchase made with the card. The more stars you earn, the greater the rewards. Immediate perks for Welcome Level include a Free Drink on your birthday and up to two continuous hours of free daily WiFi.

      WHAT I LIKE: You don’t have to visit Starbucks every day to reap the benefits. It sets tiers so all customers can participate—even firsttime visitors! As you graduate levels, the perks increase. Top-tier customers receive a personalized card for immediate recognition.

       FOR MORE DETAILED INFORMATION VISIT:

       starbucks.com/card

      ALWAYS TREAT YOUR CUSTOMERS LIKE THEY’RE MADE OF GOLD!^™

       ESSENTIAL STEP 1

       Recognize That Loyalty Is All Around You; It’s EVERYWHERE Loyalty

      IT’S REALLY NOT THAT COMPLICATED. Take a look around you—you are a consumer, and what you’ll read in this book is not astrophysics. It’s obvious you all know a little something about loyalty. I have lived and breathed it my entire career. It has become such a part of my being that an hour does not pass in a typical day when I’m not meeting, talking, writing, or thinking about LOYALTY.

      So what is loyalty, and what is all the hype about? Adopting loyalty as a strategy is a philosophical transformation in your thinking. A loyalty mind-set is having a profound СКАЧАТЬ