Good content but focused on large companies

This book addresses the loyalty of a point of view of both technical and theoretical.
By explanations of technical customer value calculations, potential, PFC, results of studies, etc. Sometimes a little too technical elsewhere. Being new to loyalty, I did not expect this kind of complexity.
Theoretical because some aspects are, to my taste, not developed enough (eg retention in service firms).
Finally, examples of the author are based on his experiences in large groups such as L'Oréal, Giant, Leclerc Air France. And that makes it difficult to transpose the aspects to SMEs.

In conclusion, slightly disappointed but then I did not expect this kind of content focused 98% on the very large enterprises techniques.
I do not recommend this book for those waiting examples of loyalty programs to implement in an SME and are looking for solutions to treat a loyalty issues.