The Wallet Allocation Rule
Реклама. ООО «ЛитРес», ИНН: 7719571260.
Оглавление
Aksoy Lerzan. The Wallet Allocation Rule
Preface
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 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 3. The Wallet Allocation Rule in Action
Grinding a New Set of Lenses
Putting the Wallet Allocation Rule to Work
Conclusion
Chapter 4. Customers as Assets
The Wallet Allocation Rule Is Not a Panacea
Revenue ≠ Profits
Short-Term Gain, Long-Term Pain
Money-Losing Delighters
Aligning Satisfaction, Share of Wallet, Revenue, and Profit
Conclusion
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 6. Making It Happen
Rule 1: Get the Data Right
Rule 2: Set the Right Performance Standards
The Next Disruption
Afterward
What's Next?
Establish That You Need It
Get Help
Let's Talk
Connect with Us
Visit www.walletrule.com
Appendix A
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 B
Frequently Asked Questions
When Is It Appropriate to Use the Wallet Allocation Rule?
Does the Wallet Allocation Rule Work with All Satisfaction Metrics?
Is There a Preferred Metric We Should Use to Determine a Brand's Rank?
How Do I Ensure 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?
Will Relative Net Promoter Score Work?
Isn't Share of Wallet Just a Function of a Brand's Reach (i.e., Penetration)?
Visit www.walletrule.com
Acknowledgments
Principal Contributors
About the Authors
Timothy Keiningham, PhD
Lerzan Aksoy, PhD
Luke Williams
Alexander Buoye, PhD
Index
Отрывок из книги
The Wallet Allocation Rule
Winning the Battle for Share
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The Wallet Allocation Rule was introduced in the Harvard Business Review6 and received the Next Gen Disruptive Innovation Award.7 It has been subjected to rigorous scientific investigations.8 In addition, many of the strategies and tactics outlined in this book were introduced in the MIT Sloan Management Review.
Our goal in writing this book is to make businesses' efforts to improve customer satisfaction and loyalty pay dividends by giving them a tool that we have proved works. We believe strongly that companies that apply the Wallet Allocation Rule can distinguish themselves in the eyes of both their customers and their shareholders.
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