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(Fast) überall Punkte sammeln: Multipartner-Bonusprogramme

In: Praxiswissen Kundenbindungsprogramme

Author

Listed:
  • Alexandra Ranzinger

    (workinghead GmbH & Co. KG)

Abstract

Zusammenfassung Hinter einem Multipartner-Bonusprogramm steht in der Regel ein sogenannter Programmbetreiber, der auf Basis der Anforderungen des Marktes und der geplanten Positionierung das Programm konzipiert, implementiert und vor allem auch auf eigenes Risiko betreibt. Die Aufgaben des Programmbetreibers sind neben dem operativen Betrieb des Multipartner-Bonusprogramms (IT- resp. Technologie-Plattform, Call-Center-Betrieb, Abrechnung, Marketing - klassisch und Direktmarketing -, Digitalisierung etc.) vor allem die Akquisition und Integration neuer Programmpartner, aber auch die strategische Weiterentwicklung inklusive Anpassung an veränderte Marktgegebenheiten.

Suggested Citation

  • Alexandra Ranzinger, 2026. "(Fast) überall Punkte sammeln: Multipartner-Bonusprogramme," Springer Books, in: Praxiswissen Kundenbindungsprogramme, edition 3, chapter 3, pages 59-106, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49731-6_3
    DOI: 10.1007/978-3-658-49731-6_3
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