Theory: CRM

 Source http://thedynamicdomain.com/crm-loyalty.aspx 

A customer relationship management (CRM) programme that increases customer loyalty is valuable to the business because it reduces marketing costs and increases yield. An effective CRM programme is not only a potential source of competitive advantage but is also an intangible asset on the balance sheet that adds to the financial value of the brand. Loyalty programmes offering economic incentives can have a positive effect on customer satisfaction, customer retention and market share.