Home   Internet Marketing                               Ward Hanson   Stanford GSB

Loyalty  & Expansion   

Learning Objectives

Contextual Marketing

Loyalty & Switching

Leveraging A Customer Base

Special Guest:  Jonathan Rosenberg, SVP - Google

 

 

 

 

 
 
Readings & Tasks
Kenny & Marshall
Reinartz & Kumar
Knott et. al.
 

Example Sites:
 Range of eCRM sites
1to1
SearchCRM
Hyperion
Microstrategy

Loyalty Programs
HHonors:  How a leading travel provider builds continual usage.
Frequent Flyer Can the longest continuity program help American survive?
Golfing programs  -why is this profitable?

 
Newstand
___/ 02-14-01\__ "theGlobe Faces Nasdaq Delisting"  The crash and burn of community as a standalone money maker,  CNET 
___/ 12-11-00\__ "Chasing the Chat Dollars"  But sites that look at community as loyalty and learning seem to be doing well.  Forbes. 

 

 How do you keep them coming back?  Which ones do you encourage to leave?   What are the skills necessary to combine the tools of interaction and learning with customer loyalty?

Loyalty programs have evolved over the last two decades to become a crucial competitive weapon in business travel industries- airlines, hotels, rental cars being the leader.  The Net reinforces and leverages these programs; through better communication, authentication, the ability to market individually. 

  Hyperion eCRM Analysis Solutions

 

What is the proper way to use the Web for loyalty programs?  This is at the core of many travel industry policies and programs.  How should a company such as Hilton reinforce usage of their properties?  What measures success?  What communication tools are most important?

Hilton