ENGL510Week 7: Annotated BibliographyIncreasing Customer Roy, Lecture notes of Accounting

Download ENGL510Week 7: Annotated BibliographyIncreasing Customer Roy and more Lecture notes Accounting in PDF only on Docsity! ENGL510 Week 7: Annotated Bibliography Increasing Customer Royalty D404477 Keller Business School of Management ENGL510: Foundation of Professional Communication Annotated Bibliography Daffy, C. (2019). Loyalty Program, Creating Customer Loyalty: Build Lasting Loyalty using Customer Experience Management, 265 Summary: Many of today's companies fail to recognize that the notable improvements in their service delivery are not keeping up with increased customer expectations. Creating Customer Loyalty outlines simple, easy to understand strategies for creating a sustainable customer loyalty management program that will win loyal customers. Demonstrating how to focus solely on the things that enable and enhance success, this book shows how to make loyalty a habit and structure a business that attracts and retains the best customers. Creating Customer Loyalty explains why customer experience management alone does not build lasting loyalty, and why customer expectation and customer memory management are essential. It outlines how to make every occasion epic by removing those 'ouch' moments, replacing them with 'wow' experiences, and developing dazzling recovery techniques to create unforgettable stories and positive memories. Quotation: Daffy (2019) state that “it outlines how to make every occasion epic by removing those 'ouch' moments, replacing them with 'wow' experiences, and developing dazzling recovery techniques to create unforgettable stories and positive memories.” Overall Assessment: Daffy’s topic is easy to understand and reasonable. He had written simple logic of examples those useful to my presentation. Norton, D. (2018). The High Roller Experience: How Caesars and other World-Class Companies Using Data to Create an Unforgettable Customer Experience, Loyalty Program, 27 Summary: Caesars in Las Vegas seem like a dream. But behind this "magical" experience is a carefully choreographed performance based on deep understanding and rigorous analysis of extensive data to help ensure guests have an incredible experience. The Caesars marketing story is recognized as one of the best examples of using data to improve the customer experience and marketing effectiveness in all of business. Marketing legend David Norton orchestrated the initiatives that made Harrah's/Caesars Entertainment one of the greatest marketing companies in the world. His approach of using data to identify opportunities for the business, developing the narrative to sell throughout the organization and partnering with various constituents to drive successful implementation operationally is unparalleled. In The High Roller Experience, he shares his secrets to creating an unbeatable marketing strategy. He examines the leadership and organizational processes required to create a customer- centric and data informed business. The author also shares case studies to improve the customer experience and build customer loyalty across a wide-range of industries. Quotation: Norton (2018) state that “Since I have been consulting to clients in this situation, my recommendation has been to create a points construct that is focused on rewarding incremental behaviors in a surgical, CRM-enabled way, and not to offer points for existing spend if at all possible, especially if the company is implementing a loyalty program from scratch.