PublishedPortfolio, August 2012 |
ISBN9781591844914 |
FormatHardcover, 256 pages |
Dimensions23.6cm × 16.3cm × 2.4cm |
Collecting data is easy for marketers. Figuring out what to do with it is hard. Technology has made it almost routine for com-panies 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 cus-tomer 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. Capitaliz-ing on that equation is our business responsibility.The Loyalty Leap will give you the tools to per-suade customers to share more information in their own best interests. And it will help you make sense of all that data to build strong cus-tomer relationships. It also shares compelling examples, including: