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Home > Business and Economics > Business and Management > Management and management techniques > Bonusprogramme: Rabattsysteme Fur Kunden Erfolgreich Gestalten
Bonusprogramme: Rabattsysteme Fur Kunden Erfolgreich Gestalten

Bonusprogramme: Rabattsysteme Fur Kunden Erfolgreich Gestalten


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About the Book

1: Bonusprogramme.- 1 Die neue Welt der Bonusprogramme.- 1.1 Das Wesen von Bonusprogrammen.- 1.1.1 Begriff und Begriffsabgrenzun.- 1.1.2 Die Grundmechanik von Bonusprogrammen.- 1.1.3 Funktionsbestandteile.- 1.2 Bonusprogramme - brandaktuell!.- 1.2.1 Trend: Customer Relationship Management.- 1.2.2 Die veränderte Rechtssituation.- 1.2.3 Die besondere Vorteilhaftigkeit.- 1.3 Ziele und Struktur des Buches.- 1.3.1 Ziele des Buches.- 1.3.2 Struktur des Buches.- 2 Der Nutzen von Bonusprogrammen.- 2.1 Zielgröße Kundenwert.- 2.1.1 Das Konzept Kundenwert.- 2.1.2 Stellschrauben zur Erhöhung des Kundenwerts.- 2.1.2.1 Kundenbindung.- 2.1.2.2 Cross- und Up-Selling.- 2.1.2.3 Senkung der Kundenbetreuungskosten.- 2.1.2.4 Sonstige Wertsteigerungspotenziale.- 2.1.3 Die Bestimmung des Kundenwerts.- 2.2 Die Erhöhung des Kundenwerts durch Bonusprogramme.- 2.2.1 Kundenbindung.- 2.2.2 Cross- und Up-Selling.- 2.2.3 Senkung der Kundenbetreuungskosten.- 2.2.3.1 Incentivierung kostensparenden Kundenverhalten.- 2.2.3.2 Nutzung von Kundenwissen.- 2.2.4 Weitere Nutzendimensionen.- 2.3 Zusammenfassung.- 2: Die Ausgestaltung von Bonusprogrammen.- 3 Bonusarten.- 3.1 Die vier Bonusdimensionen.- 3.1.1 Rabatt.- 3.1.2 Extra-Services.- 3.1.3 Statuswirkung.- 3.1.4 Spaß und Erlebnis.- 3.2 Kriterien zur Auswahl.- 3.2.1 Hauptkriterium: Die Art der angebotenen Produkte.- 3.2.2 Weitere Kriterien.- 3.2.3 Checkliste: Bonusarten.- 3.3 Eigene Prämien vs. Fremdprämien.- 3.3.1 Vorteile von Eigenprämien.- 3.3.2 Vorteile von Fremdprämien.- 3.3.3 Checkliste: Eigen- vs. Fremdprämien.- 4 Infrastruktur des Punkteerwerbs.- 4.1 E1ektronische Medien.- 4.1.1 Kundenkarten.- 4.1.1.1 Funktionen einer Bonuskarte.- 4.1.1.2 Infrastruktur-Anbindung.- 4.1.1.3 Vor- und Nachteile von Karten.- 4.1.2 Innovative Medien.- 4.2 Papiergestützte Medien.- 4.2.1 Rabattheft (Stempe1karte).- 4.2.2 Coupon (Gutschein).- 4.2.3 Vor- und Nachteile papiergestützter Medien.- 4.3 Kriterien zur Auswahl.- 4.4 Checkliste: Wahl des Sammelmediums.- 5 Incentivierungsmechanik.- 5.1 Die Wirkung von Incentivierung.- 5.2 Incentivierungsinhalte und -arten.- 5.2.1 Verhaltens- statt reiner Umsatzincentivierung.- 5.2.2 Incentivierungsarten.- 5.3 Kriterien zur Gestaltung der Incentivierung.- 5.4 Checkliste: Incentivierungsmechanik.- 6 Einlösemechanik.- 6.1 Bestandteile der Einlösemechanik.- 6.2 Kriterien zur Justierung von Schwellen.- 6.3 Gestaltung der Einlöselogistik.- 6.4 Check1iste: Einlösemechanik.- 7 Partnerlng.- 7.1 Generelle Vorteile von Partnering.- 7.1.1 Kumulationseffekt.- 7.1.2 Weitere Vorteile.- 7.2 Partnering-Arten.- 7.2.1 Aktionen mit anderen Programmen.- 7.2.2 Beteiligung an Partnerprogrammen.- 7.2.3 Implementierung eines eigenen Partnerprogramms.- 7.2.4 Implementierung eines rein eigenen Programms.- 7.3 Kriterien zur Auswahl.- 7.4 Checkliste: Partnering.- 8 Kommunikation.- 8.1 Werbekommunikation.- 8.1.1 Formen der Mitgliederwerbung.- 8.1.2 Kriterien zur Wahl des optimalen Kommunikationsmix.- 8.2 Regelmäßige Kommunikation.- 8.3 Elemente der Programm-CI.- 8.4 Checkliste: Kommunikation.- 3: Implementierung und Betrieb von Bonusprogrammen.- 9 Business-Case undSzenarioanalyse.- 9.1 Strukturierung des Business-Cases.- 9.2 Die einzelnen Komponenten des Business-Cases.- 9.3 Arbeiten mit dem Business-Case.- 9.3.1 Szenarioanalyse.- 9.3.2 Sensitivitätsanalysen.- 9.3.3 Wirkungskettenanalyse (Cross-Impact-Analyse).- 9.4 Checkl iste: Business-Case.- 10 Erfolgsfaktoren der Implementierung.- 10.1 Sicherstellung der Projektunterstutzung.- 10.2 Erfolgsfaktoren für die eigentliche Implementierung.- 10.3 Vorbereitungen für einen gelungenen Programmstart.- 10.4 Checkliste: Implementierung.- 11 Erfolgsmessung und Erfolgssteigerung.- 11.1 Erfolgsmessung.- 11.1.1 Die Messung programmexterner Zie1e.- 11.1.2 Die Messung programminterner Ziele.- 11.2 Ansätze zur Effizienzsteigerung.- 11.3 Checkliste: Erfolgsmessung und -steigerung.- 12 Fallbeispiele.- 12.1 Der DBS KeyClub.- 12.2 Die HEW-Card.- 12.3 Das Programm PAyB


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Product Details
  • ISBN-13: 9783540202417
  • Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
  • Publisher Imprint: Springer-Verlag Berlin and Heidelberg GmbH & Co. K
  • Language: English
  • Returnable: Y
  • ISBN-10: 3540202412
  • Publisher Date: 08 Jan 2004
  • Binding: Hardback
  • No of Pages: 232
  • Sub Title: Rabattsysteme Fur Kunden Erfolgreich Gestalten


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