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The Loyalty Leap: Turning Customer Information into Customer Intimacy Hardcover – May 10, 2012
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“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)
“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.”
“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.
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Top Customer Reviews
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.