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.