Система лояльности как основа эффективных маркетинговых коммуникаций компании

Abstract

The effective communication process is a necessary condition of successful existence in the B2B market. The communication strategy is developed on a basis of the client focused approach; it means the loyalty of clients is a business basis. The loyal client is an important capital for the company: the attached clients make profit, they have «safety factor», it is much more difficult to them to leave the supplier, both from the material and from the emotional point of view. The tool «Pyramid of loyalty» is used for the best understanding what factors of loyalty make the greatest positive impact on the clients at each stage of their life cycles.