The wallet allocation rule : winning the battle for share
Timothy L. Keiningham
Bok · Engelsk · 2015
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| Omfang | XX, 218 S. : graph. Darst.
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| Opplysninger | Machine generated contents note: Preface REFERENCES Foreword Chapter 1: It's "Oh My God!" Bad Growth Is Hard to Find Deconstructing Market Share Different Metric, Same Outcome Satisfaction ≠ Market Share Satisfaction ≠ Share of Wallet Always Wrong on Average A Cautionary Tale The Moral of the Story? CHAPTER 1 REFERENCES Chapter 2: Eureka! The Discovery of the Wallet Allocation Rule Getting There Determining Your Rank The Wallet Allocation Rule and Share: The Evidence The "Best" Metric? Why Does the Wallet Allocation Rule Work? Using the Wallet Allocation Rule Wallet Allocation Rule Strategy How to Improve Your Rank The Rule in Practice Conclusion CHAPTER 2 REFERENCES Chapter 3: The Wallet Allocation Rule in Action Grinding a New Set of Lenses Putting the Wallet Allocation Rule to Work DIY (Do It Yourself) Retailing in France Conclusion CHAPTER 3 REFERENCES Chapter 4: Customers As Assets The Wallet Allocation Rule Is Not a Panacea Revenue ≠ Profits Short-Term Gain, Long-Ter m Pain Money-Losing Delighters Aligning Satisfaction, Share of Wallet, Revenue, and Profit Conclusion CHAPTER 4 REFERENCES Chapter 5: New Metrics That Matter for Growth Glass Houses and Stones Must-Have Marketing Metrics Customer Satisfaction Key Drivers and Market Barriers Demand Evidence CHAPTER 5 REFERENCES Chapter 6: Making It Happen Rule 1: Get the Data Right Rule 2: Set the Right Performance Standards The Next Disruption CHAPTER 6 REFERENCES What's Next? Establish That You Need It Get Help Let's Talk Connect With Us WHAT'S NEXT REFERENCES Appendix A: The Wallet Allocation Rule Quick Start Guide What Is the Wallet Allocation Rule? Wallet Allocation Rule Strategy Identifying Opportunities for Improving Share of Wallet An Example in the Credit Union Industry Conclusion APPENDIX A REFERENCES Appendix B: Frequently Asked Questions When is it appropriate to use the Wallet Allocation Rule? Does the Wallet Allocation Rule work with overall satisfaction (i.e., consumers' general satisfact ion with the firm or brand, also known as cumulative or summary satisfaction), transaction-specific satisfaction (e.g. consumers' satisfaction with a specific encounter involving the firm or brand), or both overall and transaction-specific satisfaction? Is there a preferred metric we should use to determine a brand's rank? How do I make sure that all relevant competitors are ranked? What metrics should be on my "dashboard" related to the Wallet Allocation Rule? Why does the Wallet Allocation Rule work? My firm tracks relative Net Promoter Scores (NPS), so since the Wallet Allocation Rule is based on relative satisfaction (or NPS), do I really need to do anything differently? Isn't share of wallet just a function of a brand's reach (i.e. penetration)? APPENDIX B REFERENCES Acknowledgements Principal Contributors ACKNOWLEDGEMENTS REFERENCES About the Authors Timothy Keiningham, Ph.D. Lerzan Aksoy, Ph.D. Luke Williams Alexander Buoye, Ph.D. ... - "Customer Loyalty Isn't Enough--Grow Your Share of WalletThe Wallet Allocation Rule is a revolutionary, definitive guide for winning the battle for share of customers' hearts, minds, and wallets. Backed by rock-solid science published in the Harvard Business Review and MIT Sloan Management Review, this landmark book introduces a new and rigorously tested approach--the Wallet Allocation Rule--that is proven to link to the most important measure of customer loyalty: share of wallet.Companies currently spend billions of dollars each year measuring and managing metrics like customer satisfaction and Net Promoter Score (NPS) to improve customer loyalty. These metrics, however, have almost no correlation to share of wallet. As a result, the returns on investments designed to improve the customer experience are frequently near zero, even negative.With The Wallet Allocation Rule, managers finally have the missing link to business growth within their grasp--the ability to link their existing metrics to the share of spending that customers allocate to their brands. Learn why improving satisfaction (or NPS) does not improve share. Apply the Wallet Allocation Rule to discover what really drives customer spending. Uncover new metrics that really matter to achieve growth. By applying the Wallet Allocation Rule, managers get real insight into the money they currently get from their customers, the money available to be earned by them, and what it takes to get it. The Wallet Allocation Rule provides managers with a blueprint for sustainable long-term growth"--
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| Emner | |
| ISBN | 9781119037286 (electronic). - 9781119037309 (electronic). - 9781119037316
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