
The Wallet Allocation Rule
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Content
- Cover
- Title Page
- Copyright
- Contents
- Preface
- Foreword
- Chapter 1 It's "Oh My God!" Bad
- 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?
- Chapter 2 Eureka! The Discovery of the Wallet Allocation Rule
- Getting There
- Issue 1: Satisfaction Is Relative to Competitive Alternatives, but That Is Not Reflected in How We Measure Satisfaction
- Issue 2: A Company's Market Share Is Strongly Linked to Its Relative Rank vis-à-vis Competition, but This Insight Has Been of Little Practical Value to Managers
- Putting It Together
- 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
- Chapter 3 The Wallet Allocation Rule in Action
- Grinding a New Set of Lenses
- Putting the Wallet Allocation Rule to Work
- Credit Unions in the United States
- Quick-Serve Restaurants in Canada
- Retail Banking in the United Kingdom
- Pharmacy Retailing in Chile
- DIY (Do-It-Yourself) Retailing in France
- Grocery Retailing in Mexico
- Retail Banking in Germany
- Grocery Retailing in Brazil
- Retail Banking in China
- Business Banking in Thailand
- Retail Banking in South Africa
- Retail Banking in Turkey
- Retail Banking in MENA (Middle East and North Africa)
- Conclusion
- Chapter 4 Customers as Assets
- The Wallet Allocation Rule Is Not a Panacea
- Where the Money Really Comes From
- Myth: Loyal Customers Cost Less to Serve
- Myth: Loyal Customers Are Less Price Sensitive
- Word of Mouth
- Customer Retention
- Share of Wallet
- Revenue ? Profits
- Short-Term Gain, Long-Term Pain
- Money-Losing Delighters
- Aligning Satisfaction, Share of Wallet, Revenue, and Profit
- Step 1: Use the Wallet Allocation Rule to Link Satisfaction and Share of Wallet
- Step 2: Align Share of Wallet and Revenue Objectives
- Step 3: Align Revenue and Profit Objectives
- Conclusion
- Chapter 5 New Metrics That Matter for Growth
- Glass Houses and Stones
- Must-Have Marketing Metrics
- Percent First Choice
- Average Number of Brands Used
- Share of Wallet
- Customer Satisfaction
- Satisfaction and Market Share
- Satisfaction and First Choice
- Key Drivers and Market Barriers
- Key Drivers
- Barriers
- Demand Evidence
- Chapter 6 Making It Happen
- Rule 1: Get the Data Right
- Inputting Erroneous Values
- Measuring the Wrong People
- Measuring the Wrong Brands
- Measuring the Wrong Things
- Rule 2: Set the Right Performance Standards
- The Next Disruption
- Afterword
- What's Next?
- Establish That You Need It
- Get Help
- Let's Talk
- Connect with Us
- Visit www.walletrule.com
- Appendix A Quick Start Guide
- What Is the Wallet Allocation Rule?
- Using the Wallet Allocation Rule Formula: A Simple Example
- Wallet Allocation Rule Strategy
- Identifying Opportunities for Improving Share of Wallet
- An Example in the Credit Union Industry
- Conclusion
- Appendix B Frequently Asked Questions
- When Is It Appropriate to Use the Wallet Allocation Rule?
- Does the Wallet Allocation Rule Work with All Satisfaction
- 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
- Acknowledgments
- Principal Contributors
- About the Authors
- Timothy Keiningham, PhD
- Lerzan Aksoy, PhD
- Luke Williams
- Alexander Buoye, PhD
- Notes
- Index
- EULA
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