Loyalty Executive Reveals Hidden Steps To Forging Profitable Business-to-Business Relationships In New Book
Bryan Pearson, a best-selling author and expert on using customer data to create emotional brand loyalty, is now tackling a more challenging task: building customer-engagement initiatives that benefit business clients. In his latest book, The Loyalty Leap for B2B: Turning Customer Information into Customer Intimacy, Pearson, president of LoyaltyOne, operator of the AIR MILES Reward Program, draws on more than 20 years experience in building customer loyalty by applying his time-proven principles in the business-to-business context. The e-book, which includes case study examples from American Express, SalesForce and others, was just released by the Portfolio imprint of Penguin Group in Canada and the United States.
“Most corporations have the tools to identify their best customers and understand their buying habits,” Pearson said. “But 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.”
Pearson published his first book, The Loyalty Leap: Turning Customer Information into Customer Intimacy in May 2012. Since then, The Loyalty Leap has made the best-seller lists of the New York Times, Wall Street Journal and USA Today. Excerpts have been included in international magazines including Fast Company. Most important, the book’s message has inspired many organizations and marketing experts to change the way they use their data so that it benefits both them and the customer.
The Loyalty Leap for B2B: Turning Customer Information into Customer Intimacy applies this message in the business setting, to reveal:
- Required principles for making the Loyalty Leap in B2B relationships across the small business, large enterprise and channel marketing segments
- Key differences between business-to-customer and business-to-business loyalty initiatives and how to use customer data to support a company’s goals
- Six steps to building a loyalty initiative that will produce enduring business relationships while improving revenue and productivity
- Best-practices case studies from leading organizations that illustrate the Loyalty Leap’s six steps and principles in practice
“The Loyalty Leap for B2B is a brief but important sequel to Bryan Pearson’s original book,” said Andrea Magyar, Publishing Director of Portfolio/Penguin Canada. “No one knows more than Bryan about building engagement in the competitive business-to-business environment, using the best resource available – customer data.”