Key to Customer Loyalty Is 13:1

The Journal (Newcastle, England), March 9, 2004 | Go to article overview

Key to Customer Loyalty Is 13:1


Customer loyalty seems like an outdated notion in the Internet age, when people can search out lower prices and defect to competitors with a mouse-click.

In the same way, business to business loyalty programmes have been regarded as uninspiring, or too American for the UK market. Yet one Gateshead-based national business believes that customer loyalty has never been more important.

@1 Loyalty Programmes is a national marketing company, operating loyalty packages for organisations across the country, including one of the UK's most successful B2B programmes for Baxi Potterton and Valor.At present over 39,000 UK businesses are members of loyalty programmes run by @1.

Harvey Roll, managing director at @1, is an expert in the formulation of customer retention strategies, market manipulation and economic profitability.

He said: "The concept of loyalty is a simple one - by focusing on customer lifetime value, you encourage customers to return or repeat purchase. Although a loyalty scheme is not a new idea and consumer-led loyalty programmes are particularly popular in the present climate, less attention has been paid to the potency of business-to-business loyalty schemes.

"As research from Royal Mail shows, it is 13 times more expensive to acquire a new customer than it is to retain one."

@1 Loyalty Programmes has taken clients, including Baxi and Mercedes Benz, to new business heights and, as the package can be translated into any sector, it has huge potential. …

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