The Loyalty Leap for B2B

The Loyalty Leap for B2B

Turning Customer Information into Customer Intimacy (A Penguin Special from Portfolio)

Format
ePub
Price
$5.99
 
Additional Formats
  • ePub
  • ISBN 9780698138230
  • 100  Pages
  • Portfolio
  • Adult

Overview

The bestselling author of The Loyalty Leap applies the principles of customer intimacy to a business-to-business context.

Since the publication of New York Times bestseller The Loyalty Leap, Bryan Pearson’s customer loyalty approach to marketing has changed the way many organizations use their customer data. Small coffee shops and large corporations have applied the Loyalty Leap principles to effectively deliver mutual value to customers. But many readers have asked the same question: “How can I apply these lessons in a business-to-business context?”

While the principles outlined in The Loyalty Leap hold true whether the customer is an individual or a business, the application of the Loyalty Leap steps can vary. While an individual might respond favorably to one sales pitch, a large corporation with a complicated sales chain might respond very differently.

Drawing on his own experience and extensive research, Pearson helps B2B marketers avoid the pitfalls of loyalty marketing to businesses. He helps marketers segment their market into small business, large enterprise, and channel marketers, and explains how a customer loyalty plan can be adapted for each segment. Sharing case studies of successful B2B loyalty initiatives from leaders such as American Express, PHX, Teradata and Salesforce.com, he shows that B2B organizations can successfully take The Loyalty Leap.

The Loyalty Leap for B2B is a practical guide that will help you cultivate loyalty among your business customers.

Praise

“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
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