Building customer loyalty
Issue 4 / January 2002
What is customer loyalty? Why does customer loyalty matter? What should the balance be between generating new customers and retaining existing ones? If you have ever asked yourself one of these questions, then this edition of JAM is for you.
An important idea underpinning customer loyalty is the premise that ‘share of customer’ can be more important than ‘share of market’. The articles in JAM examine the idea in more depth. Tim Baker (page 6) consider what constitutes ‘loyalty’ in the arts. Malcolm McDonald explains the ‘CRM stool’ of strategy, marketing and IT on page 8. Kate Cripps explains how the CRM process works in practice, and the potential to apply the principles online. Case studies from Theatre Royal, Newcastle, and Glasgow Film Theatre show how arts organisations are working to move customers up the ‘customer loyalty ladder’. Martin Christopher (page 17) argues that customer retention makes good business sense.
Issue editor: Pam Henderson
Any thoughts, comments or suggestions for JAM? Please email the Editor, Jacqueline Haxton at email@example.com.