Aksoy, Lerzan

The Wallet Allocation Rule: Winning the Battle for Share

Aksoy, Lerzan - The Wallet Allocation Rule: Winning the Battle for Share, ebook


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ISBN: 9781119037286
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Printing72 pages with an additional page accrued every 11 hours, capped at 72 pages
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Customer Loyalty Isn't Enough—Grow Your Share ofWallet

The Wallet Allocation Rule is a revolutionary, definitiveguide for winning the battle for share of customers' hearts, minds,and wallets. Backed by rock-solid science published in theHarvard Business Review and MIT Sloan ManagementReview, this landmark book introduces a new and rigorouslytested approach—the Wallet Allocation Rule—that isproven to link to the most important measure of customer loyalty:share of wallet.

Companies currently spend billions of dollars each yearmeasuring and managing metrics like customer satisfaction and NetPromoter Score (NPS) to improve customer loyalty. These metrics,however, have almost no correlation to share of wallet. As aresult, the returns on investments designed to improve the customerexperience are frequently near zero, even negative.

With The Wallet Allocation Rule, managers finally havethe missing link to business growth within their grasp—theability to link their existing metrics to the share of spendingthat customers allocate to their brands.

  • Learn why improving satisfaction (or NPS) does not improveshare.
  • Apply the Wallet Allocation Rule to discover what really drivescustomer spending.
  • Uncover new metrics that really matter to achieve growth.

By applying the Wallet Allocation Rule, managers get realinsight into the money they currently get from their customers, themoney available to be earned by them, and what it takes to get it.The Wallet Allocation Rule provides managers with ablueprint for sustainable long-term growth.

Keywords: Consumer Behavior, The Wallet Allocation Rule: Winning the Battle for Share, Timothy Keiningham, Lerzan Aksoy, Luke Williams, Alexander Buoye, Ipsos Loyalty, customer satisfaction, customer loyalty, winning market share, marketing strategy, customer relationship, marketing metrics, driving business growth, increasing profitability, increasing business growth, profitable growth, marketing approach, marketing theory, practical marketing advice, modern consumer, modern marketing, relevant marketing metrics, increasing customer spending

John Wiley and Sons, Inc.
Publication year
Page amount
240 pages
Printed ISBN

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