- May 14th, 2013
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One Year Later, The Loyalty Leap to Welcome B2B Sibling
This simple question may have motivated the creation of the airbag, the flushable toilet and cheese-stuffed pretzel bites. It also is what inspired me, one morning in 2011, to think back across the 20 years I had spent at my company, LoyaltyOne, and the lessons and innovations I experienced. It occurred to me that the sum of my days formed a mental manuscript, filled with the events that energize consumers to behave in certain ways, what is required to earn their trust, and just how important it is to nurture that connection, once earned.
So I began to put these events into words. On May 10, 2012, they came out in the form of my first book, The Loyalty Leap: Turning Customer Information into Customer Intimacy.
In the course of the year that followed, I spoke to many executives who applied my customer-committed approach to marketing, and I heard how it has changed the way they think about customer data. But I also found more and more people asking, “How can I apply these lessons in a business-to-business context?”
So one morning I got up and decided to answer this question. The result is what I consider a business partner to The Loyalty Leap – my forthcoming e-book, The Loyalty Leap for B2B: Turning Customer Information to Customer Intimacy.
Due out in July by the Portfolio imprint of Penguin Group in the United States and Canada, The Loyalty Leap for B2B applies my key principles of the Loyalty Leap, along with six critical steps for building a loyalty initiative, across three distinct segments: small businesses, large enterprises and channel marketers. I also share some compelling case studies that illustrate these steps in action by leading names in the industry, including American Express and Teradata.
What exactly is the Loyalty Leap? I define it as using data to build emotional loyalty. Tactically, that means placing the customer above all other organizational missions – product, service, profit – and then basing every decision the company makes on what is meaningful to that customer, using the data shared. Organizations that do this, that are customer-committed, stand apart from those that try to compete on price or innovation because they connect with the customer on an emotional level.
Can the B2B sector make the Loyalty Leap? Well, it certainly wants to. Most corporations already have the tools to identify their best customers and understand their buying habits. It’s just that few know how to use these tools to build a loyalty or customer engagement program that can be used, with equal advantage, by their business clients.
My sincere hope is that these companies can turn to The Loyalty Leap for B2B, and use it to make a difference.
Pre-orders for The Loyalty Leap for B2B are available at: