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.