The Loyalty Leap: Turning Customer Information Into Customer Intimacy Hardcover – May 8 2012
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"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 --This text refers to an alternate Hardcover edition.
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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Most Helpful Customer Reviews on Amazon.com (beta)
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.