Jim collected information by having interviews inside the company with stakeholders. He had also worked with the marketing group to put together some focus groups made up of loyal customers, to get some ideas about what they would value in a customer loyalty program. He had also supervised the efforts of his team members. Together, they had collected a great deal of data.
2. Examine PE Table 5-1. Are there any requirements or constraints that you can think have that were overlooked? List them.
Security of customer data; prevent customers cheating
Should facilitate promotion of program
Need to avoid complexity in both the loyalty program and the software system.
3. If you were looking for alternative approaches for Petrie’s customer loyalty program, where would you look for information? Where would you start? How would you know when you were done?
An alternative approach could be researching many different sources. If it were me I would do my research through the internet and compare what I find to the current system used by the customers. I would start with Google search to find information about the system. We would know when we were done when we can’t find any new information about the loyalty systems.
4. Using the Web, find three customizable customer loyalty program systems being sold by vendors. Create a table like PE Table 5-2 that compares them.
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