Loyalty Management

In this insightful text, Cristina Ziliani and Marco Ieva trace the evolution of thinking, contemporary themes and practice in loyalty management.

Loyalty management is increasingly identified with the design and management of a quality customer experience in the journey across the many touchpoints that connect the customer with the brand. Evaluating the research on best practice and offering concrete examples from industry, including seven international case studies, the authors present a fresh take on the tools, strategies and skills ? from loyalty programs to CRM to CX ? that underpin loyalty?s key significance in marketing. New to this 2nd edition, readers will find:

• A new chapter exploring the strategic relevance of loyalty management for company long-term profitability.


• A new chapter on loyalty and sustainability, based on research on 90 case studies of loyalty initiatives worldwide, supporting organizations as they strive to meet their ESG requirements and demonstrating how they can use their loyalty programs to do so.


• Coverage of the role of touchpoints in developing loyalty, from physical stores to voice assistants, drawing from state-of-the-art international scientific research.


• Discussion of metrics and KPIs for measuring loyalty management, as well as further exploration of the role of emerging technologies, in particular the application of predictive and generative artificial intelligence to loyalty strategies.


• New case studies and examples from a broader range of industries and geographical regions.

Celebrating 25 years of experience in research, consulting and teaching within the Osservatorio Fedelt? UniPR (Loyalty Observatory), the authors have compiled a unique research-based, practice-oriented text.

It will guide marketers, business leaders and postgraduate students through the changes in marketing thought and practice of loyalty management ? including omnichannel, AI and sustainability ? as well as offering practical guidance on the skills and capabilities that companies need if they want to be successful at delivering essential, loyalty-driving customer experiences.

"The first edition of this book was a welcome and timely contribution to a fast-moving subject in an omnichannel world. Four years later, this fully revised edition makes for fascinating reading, drawing as it does from a greater variety of new international and sectoral examples and experiences. Once again, Professor Ziliani and her team at the Universit? di Parma?s Loyalty Observatory demonstrate an authoritative command of this important topic."

Professor Jonathan Reynolds, Academic Director, Oxford Institute of Retail Management, University of Oxford.

"Does incorporating sustainable, behavior-inducing practices into loyalty programs pay off? How can brands balance commercial and ethical goals to achieve the best long-term results? What loyalty strategies can address the psychological aspects underlying shopping behavior? In this new edition, Ziliani and Ieva review 25 years of loyalty program evolution, CRM, and CX management, and delve into state-of-the-art questions that brands are facing today."

Stefano Piazzolla, Analytics & Business Intelligence Manager, Esselunga

?The Loyalty Management book by Professor Cristina Ziliani and Professor Marco Ieva is a valuable resource for anyone wanting to build a solid understanding of customer loyalty management. Drawing from the authors? research and years of experience in the loyalty space, the book combines rigorous research insights with practical examples and industry trends to cover comprehensive topics in loyalty management. This updated edition includes new timely materials such as a thorough review of sustainability practices in loyalty and case studies of real-world loyalty programs. Whether you are new to the loyalty industry or a seasoned professional, the book's mixture of informative content and personal reflections will make for a rewarding read.?

Professor Yuping Liu-Thompkins, Ph.D., Director of Loyalty Science Lab, Strome College of Business, Old Dominion University, USA