A few weeks ago, my good friend David Perry, bestselling author of the Guerrilla Marketing for Job Hunters series and managing partner of Perry-Martel International, an executive search firm, called me and said you need to read The Wallet Allocation Rule - Winning the Battle for Share -- and interview Tim Keiningham, co-author of the book, Global Chief Strategy Officer and Executive Vice President at Ipsos Loyalty.
Welcome to a Leadership Channel podcast on TotalPicture, this is Peter Clayton. If you are in a leadership position in your organization - responsible for HR, recruiting, marketing or sales - I encourage you to listen to this podcast, because it will give you a fresh approach to customer loyalty, and what that really means to your business.
Companies currently spend billions of dollars each year measuring and managing metrics like customer satisfaction and Net Promoter Score (NPS) to improve customer loyalty. These metrics, however, have almost no correlation to share of wallet. As a result, the returns on investments designed to improve the customer experience are frequently near zero, even negative. Surprised? Me too.
The Wallet Allocation Rule is a revolutionary, definitive guide for winning the battle for share of customers' hearts, minds, and wallets. Backed by rock-solid science published in the Harvard Business Review and MIT Sloan Management Review, this landmark book introduces a new and rigorously tested approach--the Wallet Allocation Rule--that is proven to link to the most important measure of customer loyalty: share of wallet.
About Peter Clayton
Peter Clayton, Producer/Host, is an award-winning producer/director of radio, television, documentary, video, interactive and Web-based media who has created breakthrough media for a wide array of Fortune 100 clients.