The Loyalty Leap: Turning Customer Information into Customer Intimacy

Overview


Collecting data is easy for marketers. Figuring out what to do with it is hard.
 
Technology has made it almost routine for com­panies to know exactly when, where, and how their customers shop, both online and off. As soon as someone pulls out a credit card—or even better, a membership rewards card—the data floodgates open. United Airlines knows if you think it’s worth ...
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The Loyalty Leap: Turning Customer Information into Customer Intimacy

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Overview


Collecting data is easy for marketers. Figuring out what to do with it is hard.
 
Technology has made it almost routine for com­panies to know exactly when, where, and how their customers shop, both online and off. As soon as someone pulls out a credit card—or even better, a membership rewards card—the data floodgates open. United Airlines knows if you think it’s worth $25 to check a suitcase. Verizon knows how often you call your mom. Hilton knows if you prefer a higher floor and a room away from the elevator.
 
But after gathering and crunching all this cus­tomer data most companies have little or no idea how to use it. They either let it go to waste or abuse it with ill-considered, irrelevant, or even creepy marketing pitches. There’s a much better option, as Bryan Pearson has discovered after twenty years of studying the hidden patterns of consumer behavior. It really is possible to turn customer information into customer intimacy— systematically, efficiently, and without invading anyone’s privacy. And intimacy is the key to long-term loyalty, growth, and profits. As Pearson writes:
 
Customers can only be acquired, churned, and reactivated so many times before they tire of your brand. There is a proven marketing equation in which customers willingly share information with you in the expectation of being better served and valued during future transactions. Capitaliz­ing on that equation is our business responsibility.
 
The Loyalty Leap will give you the tools to per­suade customers to share more information in their own best interests. And it will help you make sense of all that data to build strong cus­tomer relationships. It also shares compelling examples, including:
  • How Shell increased sales while reducing its network of gas stations by giving its best customers incentives to buy from another location.
  • How GameStop offers its PowerUp Rewards members access to such events as the Comic-Con convention.
  • How McDonald’s in Finland used location-based marketing to send special offers to customers near one of its locations, with a 40 percent response rate.
  • How Caesars Entertainment uses data from its 40 million Total Rewards members to draw complete customer profiles, resulting in increased visits.

 
Pearson believes this is one of the most exciting times in the history of marketing, and that loyalty marketing will be increasingly essential for years to come. His book will take you behind the cur­tain to show how the best companies are doing it.
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Editorial Reviews

Publishers Weekly
LoyaltyOne President & CEO Pearson has written the seminal book on “customer-experience marketing.” Moving the reader past the specter of intrusion often associated with incentive programs and data collection, Pearson points out where a business’s focus should be: the customer. As he notes, focusing on the customer—or “customer intimacy”—is quite different from “customer loyalty” and the book is oriented to this latter goal. Loyalty for Pearson is more than a program; it’s an emotional connection gained when the “customer is yours.” He discusses components of this bond, how to engender it, and the roadblocks one may encounter in the process. Additionally, he outlines tactics to avoid—such as the creepy and the invasive—since data acquisition and mining are such crucial elements of loyalty development. With a book so strongly dedicated to achieving these very specific business/marketing goals, it is refreshing to find that Pearson is able to engage the reader, communicating without boring. Agent: Jim Levine, Levine Greenberg Agency. (May)
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Product Details

  • ISBN-13: 9781591844914
  • Publisher: Penguin Group (USA) Incorporated
  • Publication date: 5/10/2012
  • Pages: 272
  • Sales rank: 1,408,533
  • Product dimensions: 6.34 (w) x 9.12 (h) x 0.96 (d)

Meet the Author


Bryan Pearson is the president and CEO of LoyaltyOne Inc., a global provider of loyalty strategies, programs, and enterprise loyalty solutions and part of the Alliance Data family. As leader of LoyaltyOne, including the AIR MILES Reward Program and COLLOQUY, Pearson is a highly sought-after speaker at conferences around the globe and is widely regarded as an expert on enterprise loyalty and coalition marketing. He lives in Toronto.

Visit www.pearson4loyalty.com

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Table of Contents

Introduction From Customer Information to Customer Intimacy: What's Behind the Curtain? 1

Chapter 1 Four Forces Are Reshaping Marketing: Can You Ride the Wave of Change? 13

Chapter 2 Privacy: Are We Really Going to $%@# This Up? 30

Chapter 3 Making the Leap: How Do I Achieve Growth Through Customer Intimacy? 53

Chapter 4 Customer Loyalty Versus Customer Intimacy: Is There Really a Difference? 76

Chapter 5 The Four Doors to Relevance: What Are the Keys to Unlocking Opportunity? 100

Chapter 6 Turning Fear on Its Ear: Can You Inspire Loyalty Through Hope? 120

Chapter 7 Enterprise Loyalty: What Defines the Customer Experience? 141

Chapter 8 Employee Loyalty: How Do I Build a Customer-Centric Culture? 762

Chapter 9 I Call, I Tweet—but How Do I Use Communications to Complete the Customer Experience? 183

Chapter10 How Do We Take the "Pry" Out of Privacy? 206

Epilogue Capitalizing on Customer Information: Can We Afford to Ignore It? 24

Appendix A Excuse Me, but Have We Met? 229

Acknowledgments 237

Notes 241

Index 255

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