Presentation on critical analysis of Customer Loyalty Programs (CLP) offered by AMEX and Starbucks.

1. Customer Loyalty Programs
AMEX and Starbucks
Customer Relationship Management

2. Customer Loyalty
The customer’s desire and inclination to buy products from a
brand again and again.
Positive Experience
Excellent Service
Product Satisfaction

3. Customer Loyalty Programs
An organized collection of customer data which is often
used to offer customers add on privileges and benefits or
services to loyal customers in the form of reward points,
coupons vouchers or any other such benefits.
Customer Rewards
Increase Memberships
Customer Retention
Customer Acquisition

4. • An American multinational financial services
corporation founded in 1850.
• CLP named as AMEX Membership Rewards.
• 3 different tiers: Membership Reward Card, Gold
Membership Card and Platinum Membership
Card.
Winner: AMEX

5. Reward PointsAMEX Travel Lounge Access Purchase Protection
No Foreign Transaction Fee Free ICICI Lombard Insurance
Benefits
Strategic Associations

6. Loser: Starbucks
• An American coffee company and coffeehouse
chain.
• Founded in 1971
• CLP named as Starbucks Rewards
• 2 different tiers: Green Card and Gold Card.

7. Free CustomizationsFree DrinksFree Size Upgrades
Benefits
1 $ Spent = 2 Gold Star
125 Gold Stars = 1 Reward
1 Free Coffee on every $62.5
1 Item Purchased = 1 Gold Star
12 Gold Stars = 1 Reward
1 Free Coffee on every $48
2016
Within 8 Days, Starbuck’s “Buzz” Score dropped by 50%

8. Thank You!