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Tham khảo tài liệu 'small business marketing for dummies second edition by barbara findlay schenck_14', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Chapter 19 Fortifying Customer Relationships 315 1 Rebates against spending levels. Instead of providing a discount upon achievement of a spending level this program tallies up a year s worth of spending and provides a year-end rebate Benefit Urges buyer to rack up purchases for end-of-year payoff. Downside Success relies on the size of the rebate. Also because the customer has to wait so long for payoff it inspires only the most costsensitive consumer who is likely not the buyer in whom you want to invest your marketing effort. Upgrades and special treatments. This program relies on the value of surprise rewards. Imagine driving into a car wash pulling out your billfold and having the attendant say Our license plate reader tells us this is your tenth trip through our car wash and we want to make this one on us along with a complimentary wax and hand-dry finish. Benefit The spontaneous nature of the reward combines customer recognition and customer service a surefire loyalty-development formula. Downside Customers will begin to anticipate and expect this kind of acknowledgement so be prepared for ongoing commitment to customer recognition to keep your best customers inspired by demonstration of appreciation. Avoid programs that look more like promotions than rewards or that provide incentives with too many strings attached. For example a 10 certificate good through the end of this month on any in-stock regularly priced item of 24.99 or more looks more like a come-on than a gift. In customer service and in customer loyalty programs give customers what they want deliver consistently show true appreciation and exceed expectations that only your business can meet. See Chapter 18 for tips. 316 Part V Winning and Keeping Customers Part VI The Part of .
