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Know and Grow Your Share: The Wallet Allocation Rule

Timothy Keiningham, Ipsos Loyalty, in Ipsos Point of View, 11/2011

The investment companies put into understanding, creating, driving and improving loyalty is enormous. But loyalty can be a fickle thing. While measures and metrics such as satisfaction or Net Promoter Scores can provide a snapshot of what consumers think, it turns out that they don’t predict the core loyalty metric that everyone needs to know to grow their business – share of wallet.