The Wallet Allocation Rule: Winning the Battle for Share - Hardcover

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.

Praise for THE WALLET ALLOCATION RULE

"This is it! Finally, something definitive about what it takes to win the battle for share of customers' hearts, minds, and wallets. Backed by rock-solid science, The Wallet Allocation Rule is a definite must-read."
--Peter Jueptner, Executive Vice President of Strategy and New Business Development, Esteé Lauder Inc.

"The authors expose Net Promoter as The Emperor's New Clothes and explain a superior metric that brings in the dimension of competition, providing managers with an effective way to drive beyond traditional customer satisfaction to achieve goals for profitability, market share, and growth. Groundbreaking work for marketing leaders and a must read. The Wallet Allocation Rule is the next big thing!"
--Jim Welch, Director, PwC's PRTM Management Consulting

"If your goal is market share leadership, this book is a must-read!"
--Mary Jo Bitner, Professor and Edward M. Carson Chair, Arizona State University Editor, Journal of Service Research

"Satisfaction from your customers means nothing if it doesn't increase your share of wallet! The Wallet Allocation Rule gives you the hard facts and fills the void in how to do exactly that. Not just stories but real strategies to grow your business, your brand, and wow your customers. Just read it!"
--Chester Elton, New York Times Bestselling author of All In and What Motivates Me

"The authors bring data and analyses to demolish widely held but misplaced beliefs in the efficacy of the Net Promoter Score, customer satisfaction, customer loyalty and other popular measures in causing improvements in growth, market share, and profitability. They put the Wallet Allocation Rule to the test and it performs."
--George Stalk, Senior Advisor, The Boston Consulting Group

"The Wallet Allocation Rule is an unabashed challenge to the current state of marketing within organizations. It eviscerates the navel-gazing customer satisfaction focus of most organizations seeking growth through customer experience management. But the book isn't just a critique of current practice. It provides a real, scientifically vetted solution to the problem--something sorely lacking for the highly touted but soon discounted management buzzwords. This book is certain to be one of the most important business books of the decade."
--Edward C. Malthouse, Theodore R. and Annie Laurie Sills, Professor of Integrated Marketing Communications, Northwestern University

"The Wallet Allocation Rule is that rare, valuable combination of being strategically insightful and empirically powerful. This creates a path forward for better, data-driven decisions on how to capture more share of wallet, while not getting caught in any of the classic pitfalls of satisfying customers without seeing impact."
--James Mendelsohn, Chief Marketing Officer, CAN Capital

For more information and the latest Wallet Allocation Rule resources visit www.walletrule.com