Wallet Allocation Rule: Winning the Battle for Share

The Wallet Allocation Rule: Winning the Battle for Share

By Timothy L Keiningham, Lerzan Aksoy, Luke Williams, and Alexander J Buoye

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"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 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.

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Book Information

Publisher: Wiley.
Publish Date: 02/09/2015
Pages: 240
ISBN-13: 9781119037316
ISBN-10: 111903731X
Language: English

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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.

About the Authors

TIMOTHY KEININGHAM is Global Chief Strategy Officer at Ipsos Loyalty, a professional services firm dedicated exclusively to customer experience, satisfaction, and loyalty.

LERZAN AKSOY is Professor of Marketing at Fordham University Schools of Business.

LUKE WILLIAMS is Vice President at Ipsos Loyalty, where he leads the day-to-day activity of large-scale research engagements. <

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Tim Keiningham is a world-renowned authority in the field of loyalty measurement and management. He is chief strategy officer and executive vice president for Ipsos Loyalty, one of the world's largest research organizations. A prolific author, Tim has coauthored numerous books on loyalty and service: Loyalty Myths, The Customer Delight Principle, Service Marketing and Return on Quality.

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Luke Williams is a leading consultant, educator, and speaker specializing in disruptive thinking and innovation strategy. For more than a decade, he has worked internationally with industry leaders like American Express, GE, Sony, Crocs, Virgin, Disney, and Hewlett-Packard, to develop new products, services, and brands.

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