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The Loyalty Leap: Turning Customer Information into Customer Intimacy Hardcover – May 10, 2012


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The Loyalty Leap: Turning Customer Information into Customer Intimacy + Harvard Business Review on Increasing Customer Loyalty (Harvard Business Review Paperback Series) + Loyalty 3.0: How Big Data and Gamification Are Revolutionizing Customer and Employee Engagement
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Product Details

  • Hardcover: 272 pages
  • Publisher: Portfolio Hardcover; First Edition edition (May 10, 2012)
  • Language: English
  • ISBN-10: 1591844916
  • ISBN-13: 978-1591844914
  • Product Dimensions: 8.9 x 6.1 x 1.1 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #352,896 in Books (See Top 100 in Books)

Editorial Reviews

Review

“LoyaltyOne President & CEO Pearson has written the seminal book on ‘customer-experience marketing.’ …With a book so strongly dedicated to achieving these very specific business/marketing goals, it is refreshing to find that Pearson is able to engage the reader, communicating without boring. Agent: Jim Levine, Levine Greenberg Agency.” (May)
—Publisher's Weekly
 
“This book is a useful business and marketing reference for those looking to improve customer data collection and use triggered communications for improved customer loyalty. The insightful and fresh material is timely and helpful for business leaders in the increasingly competitive environment of consumer data mining and long-term loyalty.”
 —Booklist
 
“Today’s executives are challenged with establishing loyal customers amid the new customer power. Utilizing the power of customer knowledge, Mr. Pearson describes the path to customer loyalty through enterprise loyalty. If customer loyalty is your target, Loyalty Leap is your vehicle to get there.”
—Lior Arussy, CEO, Strativity Group, author of Customer Experience Strategy
 
“Pearson leverages two decades of frontline experience with loyalty programs to give marketers sound strategies for navigating the world of privacy and data integrity. The Loyalty Leap is extraordinarily insightful and clearly illuminates how to successfully manage customer information--the greatest asset in the digital age.”
—Don Tapscott, coauthor of Wikinomics and Macrowikinomics
 
“Bryan Pearson has hit on one of my top five complaints about businesses over the last few years. He will help you re-learn what loyalty really means.”
—Chris Brogan, president, Human Business Works and coauthor of Trust Agents
 
“Bryan Pearson has constructed a bridge that spans the gap between soulless customer, experience data, and the relevancy of a successful loyalty program as a method to establish a platform with your customers. His is a work that begins at the intersection of privacy and trust—and it is a bridge I highly recommend you cross.”
—Randy Petersen, chairman and president, InsideFlyer magazine
 
“Capturing your audience’s attention is more difficult than ever. Bryan Pearson shares remarkable insights about a next generation of consumer intimacy where both the consumer and the company end up as true winners.”
—Martin Lindstrom, author of Brandwashed
 
“Data and customer info used to be cold and boring . . . this book details the end of that. Loyalty is sexy and building customer intimacy is everything. Literally. Sadly, most brands are still busy scrambling for ‘likes’ on Facebook and not thinking about this next generation of loyalty. This book will help you make the leap. No customer intimacy, no future.”
—Mitch Joel, president, Twist Image and author of Six Pixels of Separation
 
“The key to making The Loyalty Leap is shifting your company’s focus away from products or services and instead putting people (customers and employees) at the heart of your purpose. Bryan Pearson walks us through this intriguing journey, drawing on firsthand stories and behind-the-scenes anecdotes that illustrate how everyday data can build emotional loyalty.”
—Chester Elton, author of The Carrot Principle and The Orange Revolution
 
The Loyalty Leap is the best guidebook I’ve seen to date on developing real, lasting customer relationships.”
—Chris Taylor, Founder of Actionable Books

About the Author

Bryan Pearson is the president and CEO of LoyaltyOne Inc., a global provider of loyalty strategies, programs, and enterprise loyalty solutions and part of the Alliance Data family. As leader of LoyaltyOne, including the AIR MILES Reward Program and COLLOQUY, Pearson is a highly sought-after speaker at conferences around the globe and is widely regarded as an expert on enterprise loyalty and coalition marketing. He lives in Toronto.

Visit www.pearson4loyalty.com


More About the Author

Bryan Pearson
President and CEO, LoyaltyOne Inc.

With more than two decades experience developing meaningful customer relationships for some of the world's leading companies, Bryan Pearson is an internationally recognized expert and author in the fields of enterprise loyalty and coalition marketing. As President of LoyaltyOne, a pioneer in loyalty strategies and measured marketing, he leverages the knowledge gained from 120 million customer relationships over 20 years to create relevant communications and enhanced shopper experiences.

A sought-after speaker and author, Bryan has presented in North and South America, Europe and Asia at such well-known events as The Art of Marketing, Loyalty World, Card Forum and the Economic Club of Canada. He also is a frequent speaker at conferences hosted by the Direct Marketing Association and the Canadian Marketing Association.

To hear more from Bryan, visit his blog at pearson4loyalty.com/blog/

Customer Reviews

3.9 out of 5 stars
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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Charlie on May 28, 2012
Format: Hardcover
Finally, someone talking real sense about customer loyalty. Consultants mystify customer experience as if it's this magical thing or chocolates on your pillow, but as Bryan Pearson rightly says in his book, it comes down to using the customer information you have to change the way you manage your business. I like this book because it's a practical, common sense approach that any company can use to create competitive advantage, even a small or medium sized business like mine.
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2 of 2 people found the following review helpful By K. Hlavinka on May 28, 2012
Format: Hardcover
The topic that Bryan Pearson covers in The Loyalty Leap is one that all businesses should consider right now. In a business environment that is increasingly commoditized, the downward pressure on prices and margins has never been greater. So, Bryan Pearson's call for a strategic game-changer to use customer knowledge to deliver more relevant experiences is an apt path to greater customer loyalty.
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1 of 1 people found the following review helpful By John-Paul McLean on February 12, 2014
Format: Kindle Edition Verified Purchase
A very good understanding of the problems we face as marketers and a great respect for the customer and the data we use on them.
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Format: Hardcover
The Loyalty Leap is an interesting high-level read providing insight into the benefits, huge positive potential, and risks of companies using customer data to interact in a more intimate and, Brian argues, more effective way with their customers. To a customer, this is a great book to see how your data is used and managed. To a business, it provides valuable insights into the benefits of good data management.

Consumer insights are blended with marketing concepts to create a clear, well-rounded view of customer loyalty. To cement these concepts, Brian uses several clear examples to show real triumphs and failures in this area. His long-standing tenure with Loyalty One, and experience in the loyalty marketing space overall is visible in the depth within clear, simply explained insights. An easy, concise and interesting read.

This book seems to be geared towards the larger corporation. The limited examples of tools for small businesses, and methods for producing customer insights without "big data" may leave the over two-million small businesses in Canada feeling a little excluded, despite there being a lot to learn from the customer intimacy in a well-run small business. Having said that, the concepts discussed are generally universal, despite the logistics and examples being primarily `big-business' focused.

The views expressed in this book are well balanced overall, however Brian Pearson's (in many ways justified) devotion to Loyalty One may leave the reader wondering if descriptions of Loyalty One and his experiences may be influenced by where his own loyalty lies. This is not a bad thing, but rather further demonstrates the effectiveness of the concepts in The Loyalty Leap. After all, Brian's loyalty shows his own practical belief in the tools discussed in his book.
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