||1 of 1 people found the following review helpful.| Hidden pearl of CRM expertise|By Vitek Filip|Given the fact that book is out for quite a long time and has not appeared in any major listing, let me label it a hidden pearl of CRM expertise. Book depicts how Clubcard, ultimate Tesco (retail) loyalty scheme, has been launched and later upgraded. The story, itself, is not the key essence of the book, but it reveals the principle||
""This is the future of marketing. Read it and profit."" -- Professor Don Schultz, Northwestern University
Scoring Points is the compelling and dramatic inside story, told from a project point of view, of how the Tesco Clubcard was conceived, launched and developed. It explains in detail how Tesco collected, analysed and used customer data to become a retail giant, making customer loyalty marketing work when almost every other programme failed. By pairing its loyalty scheme with sophisticated information technology, Tesco set a new standard for knowing your customer. [PDF.wz08] Scoring Points: How Tesco Continues to Win Customer Loyalty Rating: 4.67 (436 Votes)
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You can specify the type of files you want, for your device.Scoring Points: How Tesco Continues to Win Customer Loyalty | Clive Humby, Terry Hunt, Tim Phillips. Which are the reasons I like to read books. Great story by a great author.
