Customer clubs are currently experiencing a comeback. No wonder! They offer a better opportunity than any other marketing tool to excite customers in a special way and to bind them to the company in the long term. In "Customer Clubs & More," the authors, renowned direct marketing experts, provide complete know-how for anyone considering professional customer retention in their company, wanting to establish a customer retention program or club, or working as a service provider in the field of customer retention. Readers will learn how to develop goals and strategic action concepts for customer retention programs, how to integrate a customer club into CRM and the overall appearance of the company, how to design the service offerings, terms, communication, member acquisition, and sales, and what IT and logistics need to accomplish.