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The Wallet Allocation Rule®

Customer Loyalty Isn't Enough—Grow Your Share of Wallet

The Wallet Allocation Rule® is a revolutionary, definitive guide for winning the battle for share of customers' hearts, minds, and wallets. Backed by rock-solid science published in the Harvard Business Review and MIT Sloan Management Review, this landmark book introduces a new and rigorously tested approach—the Wallet Allocation Rule®—that is proven to link to the most important measure of customer loyalty: share of wallet.

Companies currently spend billions of dollars each year measuring and managing metrics like customer satisfaction and Net Promoter Score (NPS) to improve customer loyalty. These metrics, however, have almost no correlation to share of wallet. As a result, the returns on investments designed to improve the customer experience are frequently near zero, even negative.

With the Wallet Allocation Rule®, managers finally have the missing link to business growth within their grasp—the ability to link their existing metrics to the share of spending that customers allocate to their brands.

  • Learn why improving satisfaction (or NPS) does not improve share.
  • Apply the Wallet Allocation Rule to discover what really drives customer spending.
  • Uncover new metrics that really matter to achieve growth.

By applying the Wallet Allocation Rule®, managers get real insight into the money they currently get from their customers, the money available to be earned by them, and what it takes to get it. The Wallet Allocation Rule® provides managers with a blueprint for sustainable long-term growth.


Praise for the Wallet Allocation Rule®

“This is it! Finally, something definitive about what it takes to win the battle for share of customers' hearts, minds, and wallets.”

Peter Jueptner, EVP of Strategy and New Business Development, Esteé Lauder Inc.

“Groundbreaking work for marketing leaders and a must read. The Wallet Allocation Rule is the next big thing!

Jim Welch, Director, PwC's PRTM Management Consulting

If your goal is market share leadership, this book is a must read!”

Mary Jo Bitner, Professor and Edward M. Carson Chair, Arizona State University & Editor, Journal of Service Research

“They put the Wallet Allocation Rule to the test and it performs.”

George Stalk, Senior Advisor, The Boston Consulting Group

“Satisfaction from your customers means nothing if it doesn’t increase your share of wallet! The Wallet Allocation Rule gives you the hard facts and fills the void in how to do exactly that.”

Chester Elton, New York Times Best Selling author of All In and What Motivates Me

“This book is certain to be one of the most important business books of the decade.”

Edward C. Malthouse, Theodore R and Annie Laurie Sills Professor of Integrated Marketing Communications, Northwestern University

Readers finally have the missing link within their grasp—the ability to link their existing customer metrics to share of wallet.”

Neil Davey, Editor, MyCustomer.com

For a complete list of endorsements from the business and academic communities included in the book, click here.


Meet the Authors

Co-creators of the Wallet Allocation Rule® Tim Keiningham, Lerzan Aksoy, Luke Williams, and Alex Buoye collaborated to write The Wallet Allocation Rule: Winning the Battle for Share.*

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Tim Keiningham

Tim Keiningham, Ph.D. is the chief strategy and client officer at Rockbridge Associates. Tim advises senior executives across industry sectors in the areas of customer experience innovation, customer strategy development, and customer loyalty improvement. In addition, he is responsible for overseeing and growing the company's thought leadership through publications, keynote speaking engagements, and leading edge product development. He is the author/editor of nine books on customer experience management and loyalty.

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Lerzan Aksoy

Lerzan Aksoy, Ph.D. is associate dean for undergraduate studies and professor of marketing at Fordham University Gabelli School of Business. She is the author/editor of five books on customer experience management and loyalty. She is widely regarded as one of the leading experts in the measurement and management of customer satisfaction and loyalty.

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Luke Williams

Luke Williams is corporate vice president at AECOM responsible for the client care program, the firm's global client feedback and analytics function. Prior to joining AECOM, he spent eight years with the world's largest survey research firm rising to head of research methods and head of consulting. He specializes in research methods and design, analytics planning, and the eliciting of strategy from research results. In addition to The Wallet Allocation Rule, Luke is coauthor of the book Why Loyalty Matters: The Groundbreaking Approach to Rediscovering Happiness, Meaning, and Lasting Fulfillment in Your Life and Work.

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Alex Buoye

Alex Buoye is an assistant professor of marketing at Fordham Gabelli School of Business. Prior to joining the Fordham faculty, Alex was head of loyalty analytics and senior vice president at Ipsos Loyalty, where he spent seven years overseeing all advanced analytics for the U.S. loyalty practice. His work has appeared in leading management publications, such as the Harvard Business Review, the MIT Sloan Management Review, and the Wall Street Journal.

* Bruce Cooil, The Dean Samuel B. and Evelyn R. Richmond Professor of Management at Vanderbilt University’s Owen Graduate School of Management is also a co-creator of the Wallet Allocation Rule®.

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