Customer Tier Programs

  • Robert C. Blattberg
  • Byung-Do Kim
  • Scott A. Neslin
Part of the International Series in Quantitative Marketing book series (ISQM, volume 18)


In today's highly competitive environment, many companies have made the strategic decision to protect and develop their most valuable customers. This strategy is implemented through customer tier programs, whereby customers are assigned to tiers — e.g., gold, silver, bronze — and accorded different levels of marketing and service depending on the tier to which they are assigned. We discuss various methods of defining the tiers and the fundamental allocation decisions firms must make in developing customers within a tier, possibly to the point where they can migrate to a higher tier. We conclude with a review of actual programs used by companies such as Bank One, Royal Bank of Canada, and Viking Office Products.


Heavy User Loyalty Program Marketing Program Lower Tier High Tier 
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Copyright information

© Springer Science+Business Media, LLC 2008

Authors and Affiliations

  • Robert C. Blattberg
    • 1
    • 2
  • Byung-Do Kim
    • 3
  • Scott A. Neslin
    • 4
  1. 1.Kellogg School of ManagementNorthwestern UniversityEvanstonUSA
  2. 2.Tepper School of BusinessCarnegie-Mellon UniversityPittsburghUSA
  3. 3.Graduate School of BusinessSeoul National UniversitySeoulKorea
  4. 4.Tuck School of BusinessDartmouth CollegeHanoverUSA

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