- July 9th, 2013
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Hot Off the “Press”: The Loyalty Leap for B2B
After half a year of planning and writing, countless rewrites and many executive interviews, my second book, The Loyalty Leap for B2B: Turning Customer Information into Customer Intimacy, has hit the e-shelves.
I began thinking of a sequel to my first book, The Loyalty Leap: Turning Customer Information into Customer Intimacy, soon after it was published in May 2012. This is because during the course of my travels, during which I spoke frequently about creating customer intimacy through responsible data use, a lot of executives asked me how they could apply the same principles in a business-to-business context.
So in late 2012 I decided to put thought to paper again. Or, to be more accurate, I put thought to e-paper. The Loyalty Leap for B2B is an e-book that applies my key principles of the Loyalty Leap, along with six critical steps for building a loyalty initiative, across three business segments: small businesses, large enterprises and channel marketers. I also share some thought-provoking case studies that demonstrate these steps by industry leaders, including American Express, Teradata, Premier Healthcare Exchange and salesforce.com.
What exactly is the Loyalty Leap? I define it as using data to build emotional loyalty. That means placing the customer above product, service and profit and basing every company decision on what is relevant to that customer, using the shared data. Organizations that are customer-committed stand apart from their rivals because they connect with customers on an emotional level.
Can the B2B sector make the Loyalty Leap? It can, and it wants to. It simply has to understand how to use the available tools to build a loyalty or customer-engagement program that will help business clients achieve specific goals.
The Loyalty Leap for B2B is available at: