The Loyalty Leap: Turning Customer Information into Customer Intimacy

The Loyalty Leap: Turning Customer Information into Customer Intimacy

by Bryan Pearson


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Product Details

ISBN-13: 9781591844914
Publisher: Penguin Publishing Group
Publication date: 05/10/2012
Pages: 272
Product dimensions: 6.34(w) x 9.12(h) x 0.96(d)
Age Range: 18 Years

About 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.


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

What People are Saying About This

From the Publisher

“LoyaltyOne President & CEO Pearson has written the seminal book on ‘customer-experience marketing.’ …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)
—Publisher's Weekly

“This book is a useful business and marketing reference for those looking to improve customer data collection and use triggered communications for improved customer loyalty. The insightful and fresh material is timely and helpful for business leaders in the increasingly competitive environment of consumer data mining and long-term loyalty.”

“Today’s executives are challenged with establishing loyal customers amid the new customer power. Utilizing the power of customer knowledge, Mr. Pearson describes the path to customer loyalty through enterprise loyalty. If customer loyalty is your target, Loyalty Leap is your vehicle to get there.”
—Lior Arussy, CEO, Strativity Group, author of Customer Experience Strategy

“Pearson leverages two decades of frontline experience with loyalty programs to give marketers sound strategies for navigating the world of privacy and data integrity. The Loyalty Leap is extraordinarily insightful and clearly illuminates how to successfully manage customer information--the greatest asset in the digital age.”
—Don Tapscott, coauthor of Wikinomics and Macrowikinomics

“Bryan Pearson has hit on one of my top five complaints about businesses over the last few years. He will help you re-learn what loyalty really means.”
—Chris Brogan, president, Human Business Works and coauthor of Trust Agents

“Bryan Pearson has constructed a bridge that spans the gap between soulless customer, experience data, and the relevancy of a successful loyalty program as a method to establish a platform with your customers. His is a work that begins at the intersection of privacy and trust—and it is a bridge I highly recommend you cross.”
—Randy Petersen, chairman and president, InsideFlyer magazine

“Capturing your audience’s attention is more difficult than ever. Bryan Pearson shares remarkable insights about a next generation of consumer intimacy where both the consumer and the company end up as true winners.”
—Martin Lindstrom, author of Brandwashed

“Data and customer info used to be cold and boring . . . this book details the end of that. Loyalty is sexy and building customer intimacy is everything. Literally. Sadly, most brands are still busy scrambling for ‘likes’ on Facebook and not thinking about this next generation of loyalty. This book will help you make the leap. No customer intimacy, no future.”
—Mitch Joel, president, Twist Image and author of Six Pixels of Separation

“The key to making The Loyalty Leap is shifting your company’s focus away from products or services and instead putting people (customers and employees) at the heart of your purpose. Bryan Pearson walks us through this intriguing journey, drawing on firsthand stories and behind-the-scenes anecdotes that illustrate how everyday data can build emotional loyalty.”
—Chester Elton, author of The Carrot Principle and The Orange Revolution

The Loyalty Leap is the best guidebook I’ve seen to date on developing real, lasting customer relationships.”
—Chris Taylor, Founder of Actionable Books

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