Book

Pearson, Bryan.

The loyalty leap : turning customer information into customer intimacy / Bryan Pearson.

New York : Portfolio/Penguin, 2012.

viii, 263 pages : illustrations ; 24 cm

"The Loyalty Leap arrives at a crucial time, illuminating the best practices for responsibly selecting, collecting, and employing customer data--the raw material of today's marketing industry. Supplemented with compelling corporate stories and the results from an extensive 2011 consumer survey, it provides a snapshot of consumer attitudes about privacy and the use of personal information for marketing and business purposes"-- Provided by publisher.

Customer loyalty.

Customer relations.

Marketing -- Data processing.

Market surveys.

Includes bibliographical references (pages 241-254) and index.

Introduction : From customer information to customer intimacy: what's behind the curtain? -- Four forces are reshaping marketing: can you ride the wave of change? -- Privacy: are we really going to $%@# this up? -- Making the leap: how do I achieve growth through customer intimacy? -- Customer loyalty versus customer intimacy: is there really a difference? -- The four doors to relevance: what are the keys to unlocking opportunity? -- Turning fear on its ear: can you inspire loyalty through hope? -- Enterprise loyalty: what defines the customer experience? -- Employee loyalty: how do I build a customer-centric culture? -- I call, I tweet, but how do I use communications to complete the customer experience? -- How do we take the "pry" out of privacy? -- Epilogue : Capitalizing on customer information: can we afford to ignore it? -- Excuse me, but have we met?

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9781591844914

1591844916

759911114

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658.8343 Pearson