Shall We Play Card Games?

11th Dec 2000
This paper explores the world of loyalty schemes, electronic wallets and smart cards, and offers some suggestions for how best to deliver value out of these strategies. The paper begins by considering the basic rules of business, and sets out some core capabilities for every company active in the customer environment: (1) the ability to take the order, (2) the ability to deliver the order, and (3) the ability to take the payment. These rules are related to card programs and the importance of adequate pre-launch preparation if "negative loyalty" is to be avoided. Customer analysis, loyalty and after sales service are all examined from a consumers point-of-view, and the paper concludes with a short case study of "The Student Gold Card".
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