Customer Satisfaction, Loyalty, and Empowerment

Read this chapter, which emphasizes customer communities, loyalty management, customer satisfaction, ethics, laws, and customer empowerment.

Go online to the M&Ms Web site (http://www.mms.com/us/index.jsp) and evaluate it. You will have to go through more than just the main landing page - click on the current contests and other pages to get all the data you need. What does the company do to build loyalty? To build community? Are there opportunities for feedback? Does the company partner with other organizations to leverage the loyalty those other companies enjoy with their customers? If so, what is M&Ms doing? Overall, what do you think is most effective about the site? What is the least effective?
Many schools are trying to build loyalty programs that strengthen alumni ties. Assess and critique any loyalty program your school has (take a look at athletics first, as that's usually where they start). Then redesign it. Be explicit in describing how your program will create the four effects of a loyalty program.