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What is Loyalty?
Loyalty is a deeply held commitment
to re-buy or re-patronize a preferred
product or service in the future
despite situational influences and
marketing efforts having the potential
to cause switching behavior.
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Philosophy of Loyalty
1.Loyalty = Relationship
(something like Dating)
2.Loyalty ≠ Points
3.Loyalty ≠ Redemption
4.Loyalty = Get more people, to
buy more, more frequently, at
higher prices
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PRODUCT TOTAL SOLUTION
PRODUCT CENTRIC INTERACTIVE +
RELATIONSHIP
TANGIBLE INTANGIBLE + SERVICE
IMAGE MARKETING EXPERIENCE MARKETING
ONEWAY COMMUNICATION
TWO WAY COMMUNICATION
+INTERACTION
UNKNOW CUSTOMER ADDRESS CUSTOMER
SINGLE CHANNAL MULTICHANNAL
SALES / INDIRECT REAL TIME FEEDBACK
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CUSTOMER LIFE TIME VALUE (CLV)
คือมูลคาปจจุบันสุทธิ (รายไดในอนาคตจากลูกคา
รายเดียวกันเปนระยะเวลา X ป ) ซึ่งจํานวนปที่
คาดการณวายังมีความสัมพันธที่ดีกันอยู