Summary of The Loyalty Leap

Bryan Pearson

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Rating

7 Overall

8 Applicability

6 Innovation

7 Style

Recommendation

Author Bryan Pearson, president and CEO of LoyaltyOne, sees his work as the “scientific pursuit of unlocking the secrets that motivate consumer behavior.” Pearson knows who customers are, what they care about and what makes them tick. He finds that most businesses are shockingly misinformed about their customers, so he handily shows readers how to foster customer engagement, trust and loyalty by collecting, analyzing and applying consumer data. Pearson mentions his firm by name more than 50 times, which grows tiresome, but his advice makes good sense. getAbstract recommends his practical text to readers seeking to create a strong loyalty marketing program and to build a committed client base by generating enduring, profitable connections with customers.

In this summary, you will learn

Why customers’ “emotional loyalty” matters more than their “behavioral loyalty,”
How loyalty programs work,
What benefits they provide, and
Why and how companies should fully commit to their customers.

About the Author

Bryan Pearson is president and CEO of LoyaltyOne, a global leader in coalition loyalty programs, customer analytics and loyalty services for clients around the world.

Summary

Customer Loyalty
How important is customer allegiance? Do customer loyalty programs build lasting loyalty? Shell Oil’s experience in Canada during the 1990s answers both questions. At the time, fuel companies had built too many gas stations in Canada, and many of them didn’t meet customer...