Internet Activities 15.1 Customer Ioyalty

Services and Relationship Marketing

Chapter Reference

Chapter 15: Services and Relationship Marketing


This activity introduces you to an article about how to increase customer loyalty. Read the articles and consider the questions provided.

Activity Description

If there is one characteristic that separates business marketing from consumer marketing it is the importance of relationships. In business marketing, the interaction between buyers, sellers, and other stakeholders is of major significance.

Read these articles about how to increase customer loyalty. Matt Heinz discusses how he and his team have developed and executed loyalty programs and relationship management campaigns. Consider the following questions:

•         What is the goal of loyalty marketing?

•         What are some of the techniques used to increase customer loyalty?

•         How can CRM tools be used to increase loyalty?

•         What are some of the key learning points from Matt and his team about executing loyalty campaigns?