It’s a vexing situation for business leaders that one of our most valuable assets is also the least likely to be quantified. Of course it’s hard enough to identify our best customers, let alone know what moves them to choose one brand over another. If you were asked about your company’s profitability, you’d be able to produce income statements and quarterly reports. But if you were asked how loyal your customers are, could you back up the answer with a definitive formula or measure? As companies struggle to determine how loyal their customers are in this increasingly competitive market, the loyalty marketing industry is growing dramatically on a global scale. The fundamentals of loyalty marketing are relevant to everyone from retailers to credit card companies, from service companies to health care and now even to governments. True loyalty marketing transcends the programmatic experience that occupies the wallets of most consumers—make a purchase, earn a few points. The customer information and insights that arise from these loyalty programs is the fuel required to empower a new competitive platform.
"Pearson believes this is one of the most exciting times in the history of marketing, and that loyalty marketing will be increasingly essential for years to come. His book will take you behind the curtain to show how the best companies are doing it." - DMA
" Bryan Pearson wrote his book titled The Loyalty Leap, meant to help marketers break down the information they collect in order to make good use of it. More precisely, Bryan Pearson looks into the concept of clients always being willing to share their contact information in exchange for some kind of free product or service, and that over time they expect the quality of your brand to increase, or at least remain the same." - Quick Book Reviews
In Exceptional Service, Exceptional Profit insiders Leonardo Inghilleri and Micah Solomon reveal the secrets of providing online and offline customer service so superior it nearly guarantees loyalty.
Brands want to be talked about so people will buy their products and services. Consumers want to interact with brands that make the products and services they purchase. Brands also want consumers to relate to them, become highly loyal, and buy that same brand for the rest of their lives. They
Wake up, it's revolution time! Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It's a real-time world now, and if you're not engaged, then you're on your way to marketplace irrelevance. http://eu.wiley.com/WileyCDA/WileyTitle/productCd-1118155998.html
Tomorrow’s generation of customers has an incredible capacity to stream media in all its forms and across multiple channels of delivery.
They do their homework while watching TV, surfing the web, monitoring their Facebook accounts, and texting.
Tracking feels like an invasion of privacy, and uncertainty about what’s being monitored and how the information is being used raises the creepy quotient.
Most companies aiming at measuring loyalty typically end up measuring customer satisfaction instead, and that can be risky.
The best way to gain customer trust and loyalty is by giving them the opportunity to choose whether they’ll share information with you.