Top critical review
15 people found this helpful
This book is written to sell more business
on October 4, 2010
I found this book completely self-referencing and self-promoting. There is one thing you can count on in the world of marketing and that is nothing stays consistent. You can't judge your business on the basis of one measure. It's like judging your car with the oil gage. When it goes off you know you are in trouble, but it doesn't tell you how to prevent or solve the problem. If you do you will be caught like every other dinosaur. Throughout the book the authors present that their one self-developed, self-promoted, and trademarked number is exclusive in it's ability. The lack of counter comparison or argument with other well known loyalty metrics substantiates this. If you are getting ready to spend more money with Satmetrix then I guess this is the book for you. If not read the 10 minute explanation of how to score the metric, include it in your loyalty program, and you will be good to go. Also, if you are an experienced marketer, 7 out of the 9 chapters cover standard change management and focus group collection processes. These process are the same no matter of the metrics you use.