Technology has made it easy for marketers to collect customer data and even easier to misuse it with irrelevant, ill-advised or even creepy marketing tactics. So how did LoyaltyOne CEO Bryan Pearson convince 99.99% of his ten million customers to willingly share their personal information? In The Loyalty Leap, Pearson illuminates the best practices for responsibly selecting, collecting and making sense of all that data to better serve your customers and as a result, earn their trust and long-term loyalty. Drawing from his 20 years' of experience in the frontline of loyalty programs, Pearson shares compelling stories of leading companies that use information well or poorly, including: How Shell increased sales while reducingits network of gas stations, by identifying its best customers, by location, and then providing them incentives to shift their purchase activity to a nearby location. How GameStop offers VIP access to such events as the Comic-Con International convention to engender long-term customer engagement among its PowerUp Rewards members. How Best Buy used customer insights to segment its vast market base into four key shopper types, and then redesigned its stores to respond to the needs of each of those consumers. How the customer data of Hilton Honors program enabled it to deliver personalized communications to members, between stays-resulting in 50 percent higher open rates and a 5 percent lift in member spending. Supplemented with the results from an extensive 2011 consumer survey, The Loyalty Leapshows you how customer information can carry your business to a new competitive platform, no matter which industry you're in.