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The Loyalty Leap
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ISBN
:
9781591844914
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Publisher
:
Portfolio
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Subject
:
Business & Management
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Binding
:
Hardcover
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Pages
:
272
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Year
:
2012
₹
799.0
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575.0
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Description
How willing are you to offer your personal information to a big company? What about letting them send you emails and promotional messages? Most consumers no longer trust companies like they used to. So how then has Bryan Pearson convinced 99.99% of his 10 million customers in LoyaltyOne?s AIR MILES Rewards Program to willingly share their personal information? Companies often make the mistake of assuming that consumers trust an abstract brand when in fact the opposite is true; the true face of an organization is the human behind the counter or on the other end of the phone. Improving those interactions is the key to developing strong, long-term customer relationships. This book shows readers how to build the unwavering consumer loyalty needed for a subsequent long-term relationship and how to do so without infringing on the privacy of their consumers. It... Explains the four forces that are converging to establish the new role of loyalty through relevant communications that engage consumers when they want, and wherever they are. Dispels the myths behind the privacy debate and challenging the critics who equate data-usage marketing with for-profit spying. Shows how shopper data can be used to build intimate customer relationships. Explains the difference between customer intimacy and loyalty, and show how to use intimacy to drive growth. Adjusting to the ?new normal? of today?s marketplace wherein consumers determinedly protect their privacy while demanding their specific needs be addressed might look daunting, but Bryan Pearson shows that it really is possible.
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