• Reference: P-892

  • Year: 1995

  • Geographic Setting: Países Bajos

  • Publication Date: Mar 1, 1996

  • Source: IESE (España)

  • Type of Document: Case

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The FBTO insurance company is evaluating the results of its Customer Loyalty Program, aimed at reducing the defection rate of its customers. For the last three years the company has provided premium discounts in insurance policies to customers who had several policies with FBTO and who had a long standing relation. Now the company tries to evaluate several alternatives to the exiting program that could provide equivalent or higher value to the customer while reducing the cost to the company.