The Loyalty Leap Turning Customer Information into Customer Intimacy

by Pearson, Bryan

• ISBN13: 9781591844914
• ISBN10: 1591844916
• Format: Hardcover
• Copyright: 2012-05-10
• Publisher: Portfolio Hardcover

Summary

Technology has made it easy for marketers to collect customer data and even easier to misuse it with irrelevant, ill-advised or even creepy marketing tactics. So how did LoyaltyOne CEO Bryan Pearson convince 99.99% of his ten million customers to willingly share their personal information? In The Loyalty Leap, Pearson illuminates the best practices for responsibly selecting, collecting and making sense of all that data to better serve your customers and as a result, earn their trust and long-term loyalty. Drawing from his 20 years' of experience in the frontline of loyalty programs, Pearson shares compelling stories of leading companies that use information well or poorly, including: How Shell increased sales while reducingits network of gas stations, by identifying its best customers, by location, and then providing them incentives to shift their purchase activity to a nearby location. How GameStop offers VIP access to such events as the Comic-Con International convention to engender long-term customer engagement among its PowerUp Rewards members. How Best Buy used customer insights to segment its vast market base into four key shopper types, and then redesigned its stores to respond to the needs of each of those consumers. How the customer data of Hilton Honors program enabled it to deliver personalized communications to members, between stays-resulting in 50 percent higher open rates and a 5 percent lift in member spending. Supplemented with the results from an extensive 2011 consumer survey, The Loyalty Leapshows you how customer information can carry your business to a new competitive platform, no matter which industry you're in.

Author Biography

Bryan Pearson is President and CEO of LoyaltyOne Inc. He leads all of the enterprises organized by Alliance Data under the LoyaltyOne umbrella: LoyaltyOne Consulting, the AIR MILES Reward Program, COLLOQUY, Direct Antidote and Precima. He regularly speaks at industry events and is widely regarded as an expert in his field.

For more information, please visit www.pearson4loyalty.com

Table of Contents

Introduction From Customer Information to Customer Intimacy: What's Behind the Curtain?	p. 1
Four Forces Are Reshaping Marketing: Can You Ride the Wave of Change?	p. 13
Privacy: Are We Really Going to $%@# This Up?	p. 30
Making the Leap: How Do I Achieve Growth Through Customer Intimacy?	p. 53
Customer Loyalty Versus Customer Intimacy: Is There Really a Difference?	p. 76
The Four Doors to Relevance: What Are the Keys to Unlocking Opportunity?	p. 100
Turning Fear on Its Ear: Can You Inspire Loyalty Through Hope?	p. 120
Enterprise Loyalty: What Defines the Customer Experience?	p. 141
Employee Loyalty: How Do I Build a Customer-Centric Culture?	p. 762
I Call, I Tweetùbut How Do I Use Communications to Complete the Customer Experience?	p. 183
How Do We Take the "Pry" Out of Privacy?	p. 206
Epilogue Capitalizing on Customer Information: Can We Afford to Ignore It?	p. 24
Excuse Me, but Have We Met?	p. 229
Acknowledgments	p. 237
Notes	p. 241
Index	p. 255
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