August 2020
Intermediate to advanced
425 pages
11h 12m
English
book
The Business Model Navigator, 2nd Edition
by Oliver Gassmann, Karolin Frankenberger, Michaela Choudury, Michaela Csik
Content preview from The Business Model Navigator, 2nd Edition
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Chapter 10
Customer Loyalty
Incentives for long-lasting fidelity
The pattern
In the Customer Loyalty model, customers are retained and loyalty is achieved by providing value over and above the basic products or services (e.g. through incentive-based programmes). The goal is to develop a relationship with customers and foster their loyalty by rewarding them with special offers or discounts. In this way, customers are voluntarily bound to the company, which discourages them from opting for competitors’ products and services and thus protects the company’s revenue.
Today, a card-based loyalty programme is generally the principal means of maintaining ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.