DES CARTES DE FIDÉLITÉ À LA FIDÉLITÉ À LA CARTE: Le rôle des privilèges intangibles dans la fidélisation

BearingPoint is an independent consulting firm whose core business is Business Consulting. The group has a strong expertise in Customer Relationship Management, supported by the conducting of its annual survey on "Customer Relationship Podium" in partnership with TNS-Sofres. Virginia Pez,...

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Bibliographic Details
Published in:Décisions marketing 2011-07 (63), p.81
Main Author: Butori, Raphaëlle
Format: Article
Language:fre
Subjects:
Customer relationship management
Loyalty programs
Management consultants
Online Access:Get full text
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Summary:BearingPoint is an independent consulting firm whose core business is Business Consulting. The group has a strong expertise in Customer Relationship Management, supported by the conducting of its annual survey on "Customer Relationship Podium" in partnership with TNS-Sofres. Virginia Pez, Consultant in Customer Relationship Team, assists companies from the definition of their relationship strategy up to implementation. BearingPoint reports on the development of loyalty programs, with a particular focus on the recent proliferation of intangible privileges used by retailers to retain their customers. An interview with Pez is presented. [PUB ABSTRACT]
ISSN:1253-0476