Timothy L. Keiningham & Lerzan Aksoy 
The Wallet Allocation Rule [PDF ebook] 
Winning the Battle for Share

Customer Loyalty Isn’t Enough–Grow Your Share of
Wallet
The 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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