The Loyalty Leap:Turning Customer Information into Customer Intimacy

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.