Dedication
by Alexander J. Buoye, Luke Williams, Lerzan Aksoy, Timothy L. Keiningham
The Wallet Allocation Rule
- Title Page
- Copyright
- Dedication
- Preface
- Foreword
- Chapter 1: It's “Oh My God!” Bad
- Key Takeaway: Customer satisfaction is the most widely used metric for measuring and managing customer loyalty. But our research finds that satisfaction does not link to what counts most: market share
- 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?
- Notes
- Chapter 2: Eureka! The Discovery of the Wallet Allocation Rule
- Key Takeaway: Satisfied customers who recommend your brand are important. But all too often customers like your competitors just as much as they like your brand. The end result is that you are losing
- 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
- Notes
- Chapter 3: The Wallet Allocation Rule in Action
- Chapter 4: Customers as Assets
- Key Takeaway: Growth is easy for firms willing to give their products away—for as long as they remain in business! But the first duty of a business is to survive. Managers must never lose si
- 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
- Notes
- Chapter 5: New Metrics That Matter for Growth
- Key Takeaway: The Wallet Allocation Rule makes it possible for managers to easily link customer satisfaction to share of wallet. But because the rule is based upon a company's relative rank, not i
- Glass Houses and Stones
- Must-Have Marketing Metrics
- Customer Satisfaction
- Key Drivers and Market Barriers
- Demand Evidence
- Notes
- Chapter 6: Making It Happen
- Afterward: What's Next?
- Appendix A: Quick Start Guide
- 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
- Notes
- Acknowledgments
- About the Authors
- Index
- End User License Agreement
Customers have a logical reason for using every brand that they do. Therefore, the secret to success lies in giving customers fewer reasons to use the competition.
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