The Wallet Allocation Rule. Aksoy Lerzan

The Wallet Allocation Rule

on the wallet is a better proof of the pudding than a pat on the back. The Wallet Allocation Rule presents revolutionary insights that redefine the measurement of customer loyalty. With the help of this book, managers can not only gain a new perspective on the wallet share their brands command but also learn tools they can implement to maximize this share and cement their spot in their customer's shopping lists.

– V. Kumar, Regents Professor and Richard and Susan Lenny Distinguished Chair, Georgia State University

The Wallet Allocation Rule cogently debunks commonly held beliefs about the merits of conventional CSAT metrics and offers a simple – yet powerful – alternative for capturing and capitalizing on how customers actually allocate their spending among competing brands. Succinctly written and filled with easy-to-grasp illustrations, this thought-provoking book is a must-read for anyone interested in understanding the determinants of market share and revenue growth.

– A. Parasuraman, James W. McLamore Chair of Marketing, University of Miami

This book challenges the strongly held belief that customer satisfaction and its various derivatives, such as Net Promoter Score, are leading indicators of firm performance. Using rigorous research, the authors show that there is a weak correlation between satisfaction (and its variants) and consumers' purchase behavior. What matters is satisfaction relative to competition, not absolute satisfaction scores that almost all companies rely on. The authors translate this idea into a simple but powerful Wallet Allocation Rule. This book will change the way you think about customer satisfaction.

– Sunil Gupta, Edward W. Carter Professor of Business Administration, Harvard Business School

Keiningham and colleagues lay bare the “managerially correct” fallacy that by merely improving customer satisfaction and Net Promoter Score levels, firms will automatically see market share growth and higher customer spending. This well-researched book blasts these myths. More important, it shows managers precisely what to do (and how to do it!) to improve their firm's share. Grounded in strong research, The Wallet Allocation Rule is destined to have a lasting impact on both the science and practice of management.

– Katherine N. Lemon, Accenture Professor of Marketing, Carroll School of Management, Boston College

The Wallet Allocation Rule is a thought-provoking book that will change the way leading enterprises will measure and manage customer satisfaction. And I love that this book is based on solid academic research that will pass the test of time.

– Jochen Wirtz, professor of Marketing, National University of Singapore

The Wallet Allocation Rule focuses on a very important strategic issue for all business executives – how to win the battle for share of wallet. Backed by numerous examples and solid research, this book provides a new lens for viewing marketing decisions. The authors convincingly show that a focus on satisfaction is a recipe for financial disaster. Using the Wallet Allocation Rule, managers can finally make the critical link to share of wallet.

– Bo Edvardsson, professor and founder of CTF-Service Research Center and Vice Rector Karlstad

If you cannot measure it, you cannot manage it. In this book Keiningham, Aksoy, and Williams let managers become real managers by employing KPIs [key performance indicators] that measure what really matters: investments that drive share of wallet. I wish I wrote this book. I am delighted I read it!

– Tor W. Andreassen, professor of Marketing and director of the Center for Service Innovation at NHH Norwegian School Economics

This book is essential reading for anyone who wants to know how to improve customers' buying behavior. The Wallet Allocation Rule is an insightful strategy for those business executives who have the task of guiding their companies toward a new understanding of their customers' spending patterns. I am sure this book will be on every executive's desk.

– Jay Kandampully, professor in Services Management and Hospitality, The Ohio State University, Editor, Journal of Service Management

Customer satisfaction is hugely important, but its relationship to share of wallet depends in large part on the competition. Superstar consultant Tim Keiningham and his colleagues at Ipsos Loyalty have teamed with academic Lerzan Aksoy to help unlock exactly how it is that satisfaction relates to share of wallet. Based in large part on actual corporate applications, The Wallet Allocation Rule is a readable book that should be valuable to all managers who want satisfying their customers to pay off.

– Roland T. Rust, Distinguished University Professor and David Bruce Smith Chair in Marketing, University of Maryland

This is a fantastic book that will help organizations better manage, monitor, and understand their customers from the perspective of better managing their profits. It advances the conversation from customer satisfaction and Net Promoter Score to share of wallet thereby paving the way to linking behavioral metrics to financial metrics. The intellectual advances in the book will be relevant for both academics and practitioners, not just today but for decades to come.

– Vikas Mittal, J. Hugh Liedtke Professor of Marketing, Jones Graduate School of Business, Rice University

The Wallet Allocation Rule

Winning the Battle for Share

Timothy Keiningham • Lerzan Aksoy • Luke Williams with Alexander Buoye

Cover design: Michael J. Freeland

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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