The Wallet Allocation Rule: Winning the Battle for Share

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John Wiley & Sons, 12 февр. 2015 г. - Всего страниц: 240
Customer Loyalty Isn't Enough—Grow Your Share of Wallet

The Wallet Allocation Rule is a revolutionary, definitive guide for winning the battle for share of customers' hearts, minds, and wallets. Backed by rock-solid science published in the Harvard Business Review and MIT Sloan Management Review, this landmark book introduces a new and rigorously tested approach—the Wallet Allocation Rule—that is proven to link to the most important measure of customer loyalty: share of wallet.

Companies currently spend billions of dollars each year measuring and managing metrics like customer satisfaction and Net Promoter Score (NPS) to improve customer loyalty. These metrics, however, have almost no correlation to share of wallet. As a result, the returns on investments designed to improve the customer experience are frequently near zero, even negative.

With The Wallet Allocation Rule, managers finally have the missing link to business growth within their grasp—the ability to link their existing metrics to the share of spending that customers allocate to their brands.

  • Learn why improving satisfaction (or NPS) does not improve share.
  • Apply the Wallet Allocation Rule to discover what really drives customer spending.
  • Uncover new metrics that really matter to achieve growth.

By applying the Wallet Allocation Rule, managers get real insight into the money they currently get from their customers, the money available to be earned by them, and what it takes to get it. The Wallet Allocation Rule provides managers with a blueprint for sustainable long-term growth.

 

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Содержание

Chapter 1 Its Oh My God Bad
1
Chapter 2 Eureka The Discovery of the Wallet Allocation Rule
27
Chapter 3 The Wallet Allocation Rule in Action
51
Chapter 4 Customers as Assets
89
Chapter 5 New Metrics That Matter for Growth
109
Chapter 6 Making It Happen
129
Afterword
139
Appendix A Quick Start Guide
141
Appendix B Frequently Asked Questions
151
Acknowledgments
159
About the Authors
187
Notes
191
Index
211
EULA
219
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Об авторе (2015)

TIMOTHY KEININGHAM is Global Chief Strategy Officer at Ipsos Loyalty, a professional services firm dedicated exclusively to customer experience, satisfaction, and loyalty.

LERZAN AKSOY is Professor of Marketing at Fordham University Schools of Business.

LUKE WILLIAMS is Vice President at Ipsos Loyalty, where he leads the day-to-day activity of large-scale research engagements.

ALEXANDER BUOYE is Assistant Professor of Marketing at Fordham University Schools of Business.

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