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Loyalty Leap, The: Turning Customer Information into Customer Intimacy [Hardcover]

Bryan Pearson

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Book Description

May 8 2012

Most consumers don’t trust companies as much as they used to. So how has Bryan Pearson convinced 99.99 percent of his ten million customers in LoyaltyOne’s AIR MILES Rewards Program to willingly share their personal information?

Pearson shows readers how to build the unwavering consumer loyalty needed for long-term relationships and how to do so without infringing on the privacy of their consumers.

The Loyalty Leap arrives at a crucial time, illuminating the best practices for responsibly selecting, collecting, and employing customer data—the raw material of today’s marketing industry. Supplemented with compelling corporate stories and the results from an extensive 2011 consumer survey, it provides a snapshot of consumer attitudes about privacy and the use of personal information for marketing and business purposes.


Product Details

  • Hardcover: 256 pages
  • Publisher: Penguin; First Edition edition (May 8 2012)
  • Language: English
  • ISBN-10: 0670066346
  • ISBN-13: 978-0670066346
  • Product Dimensions: 23.2 x 15.4 x 2.8 cm
  • Shipping Weight: 476 g
  • Amazon Bestsellers Rank: #188,240 in Books (See Top 100 in Books)

Product Description

Review

"LoyaltyOne President & CEO Pearson has written the seminal book on 'customer-experience marketing.' ...With a book so strongly dedicated to achieving these very specific business/marketing goals, it is refreshing to find that Pearson is able to engage the reader, communicating without boring. Agent: Jim Levine, Levine Greenberg Agency." (May)--Publisher's Weekly "This book is a useful business and marketing reference for those looking to improve customer data collection and use triggered communications for improved customer loyalty. The insightful and fresh material is timely and helpful for business leaders in the increasingly competitive environment of consumer data mining and long-term loyalty." --Booklist "Today's executives are challenged with establishing loyal customers amid the new customer power. Utilizing the power of customer knowledge, Mr. Pearson describes the path to customer loyalty through enterprise loyalty. If customer loyalty is your target, Loyalty Leap is your vehicle to get there."--Lior Arussy, CEO, Strativity Group, author of "Customer Experience Strategy" "Pearson leverages two decades of frontline experience with loyalty programs to give marketers sound strategies for navigating the world of privacy and data integrity. The Loyalty Leap is extraordinarily insightful and clearly illuminates how to successfully manage customer information--the greatest asset in the digital age."--Don Tapscott, coauthor of "Wikinomics" and "Macrowikinomics" "Bryan Pearson has hit on one of my top five complaints about businesses over the last few years. He will help you re-learn what loyalty really means."--Chris Brogan, president, Human Business Works and coauthor of "Trust Agents" "Bryan Pearson has constructed a bridge that spans the gap between soulless customer, experience data, and the relevancy of a successful loyalty program as a method to establish a platform with your customers. His is a work that begins at the intersection of privacy and trust--and

About the Author

Bryan Pearson is the 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. He lives in Toronto.


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Customer Reviews

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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 3.9 out of 5 stars  7 reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars The Loyalty Leap May 28 2012
By Charlie - Published on Amazon.com
Format:Hardcover
Finally, someone talking real sense about customer loyalty. Consultants mystify customer experience as if it's this magical thing or chocolates on your pillow, but as Bryan Pearson rightly says in his book, it comes down to using the customer information you have to change the way you manage your business. I like this book because it's a practical, common sense approach that any company can use to create competitive advantage, even a small or medium sized business like mine.
2 of 2 people found the following review helpful
5.0 out of 5 stars A timely topic for businesses today May 28 2012
By Kelly H. - Published on Amazon.com
Format:Hardcover
The topic that Bryan Pearson covers in The Loyalty Leap is one that all businesses should consider right now. In a business environment that is increasingly commoditized, the downward pressure on prices and margins has never been greater. So, Bryan Pearson's call for a strategic game-changer to use customer knowledge to deliver more relevant experiences is an apt path to greater customer loyalty.
1 of 1 people found the following review helpful
5.0 out of 5 stars awesome Feb. 12 2014
By John-Paul McLean - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
A very good understanding of the problems we face as marketers and a great respect for the customer and the data we use on them.
4.0 out of 5 stars Interesting, informative, easy to read July 4 2012
By Anonymous - Published on Amazon.com
Format:Hardcover
The Loyalty Leap is an interesting high-level read providing insight into the benefits, huge positive potential, and risks of companies using customer data to interact in a more intimate and, Brian argues, more effective way with their customers. To a customer, this is a great book to see how your data is used and managed. To a business, it provides valuable insights into the benefits of good data management.

Consumer insights are blended with marketing concepts to create a clear, well-rounded view of customer loyalty. To cement these concepts, Brian uses several clear examples to show real triumphs and failures in this area. His long-standing tenure with Loyalty One, and experience in the loyalty marketing space overall is visible in the depth within clear, simply explained insights. An easy, concise and interesting read.

This book seems to be geared towards the larger corporation. The limited examples of tools for small businesses, and methods for producing customer insights without "big data" may leave the over two-million small businesses in Canada feeling a little excluded, despite there being a lot to learn from the customer intimacy in a well-run small business. Having said that, the concepts discussed are generally universal, despite the logistics and examples being primarily `big-business' focused.

The views expressed in this book are well balanced overall, however Brian Pearson's (in many ways justified) devotion to Loyalty One may leave the reader wondering if descriptions of Loyalty One and his experiences may be influenced by where his own loyalty lies. This is not a bad thing, but rather further demonstrates the effectiveness of the concepts in The Loyalty Leap. After all, Brian's loyalty shows his own practical belief in the tools discussed in his book.
2 of 4 people found the following review helpful
4.0 out of 5 stars A must read for anyone with customers May 18 2012
By JC - Published on Amazon.com
Format:Hardcover
Valuable corporate loyalty examples with an honest, fresh reflection the industry hasn't seen in years. If you have customers, you need this book.

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