Building Customer Relationships Klein Tools – For Members Only case history 42 Challenge As a manufacturer of hand tools for professionals, Klein Tools has a highly skilled, highly loyal customer base. They live and breathe Klein. One of the ways the company stays in touch with key customers is through an exclusive (but not snooty) club called the Klein Tradesman Club. The main objectives of the Klein Tradesman Club are to build brand loyalty, get customers to join the club and build a database of key customer names (so Klein can sell them more great stuff). Solution Sonnhalter developed a special website and a quarterly newsletter (printed and electronic versions) aimed at Club members. These vehicles are used to encourage registration with and participation in th

Join for free to read