The Wallet Allocation Rule

The Wallet Allocation Rule
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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

.....

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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