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The Loyalty Leap: Turning Customer Information into Customer Intimacy

The Loyalty Leap:Turning Customer Information into Customer Intimacy

Bryan Pearson

Summarized August 2012


SKU: 8122

ISBN: 1591844916

Price: $12.50

Available Formats: pdf epub mobi mp3 ipad audiobook

Summary Description

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 on-line 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 mother.  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 they abuse it with ill-considered, irrelevant, or even creepy marketing pitches.

There’s a much better option, as Bryan Pearson has discovered after 20 years of studying the hidden patterns of consumer behavior.  Pearson is the president and CEO of LoyaltyOne, Inc., a global provider of loyalty strategies, programs, and enterprise loyalty solutions.

In our summary of The Loyalty Leap:  Turning Customer Information into Customer Intimacy, you’ll learn why 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.

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