In many markets, particularly the more mature ones, the growth in company turnover and profitability depends increasingly on its ability to retain its customer base and to improve customer consumption (upgrades or increased usage).

Maximising income from customers and their useful life is the key to increasing the profitability of your business.

However, customer loyalty schemes are expensive and can often impact on a company's structure.

It is therefore crucial to assess the relevance of such a policy before implementation :

• What investments for what returns in terms of recognition from customers and turnover ?
• Are your structures, company hierarchy and customer knowledge adequate to benefit effectively from your customer loyalty schemes ?
• What internal constraints would affect the launch of a customer loyalty scheme ? What skills or methods are required ?
• Do you have efficient tools that would allow you to measure :
• Potential and actual customer loyalty
• The standard deviation of their turnover
• Their level of satisfaction
• Their awareness of your contact channels
• The effectiveness of your campaigns