The Wallet Allocation Rule®: Winning the Battle for Share

Growth is the common objective of virtually every CEO of every for profit company. The unfortunate reality, however, is that sustainable growth is a goal that is seldom achieved.

Most managers believe that improving customer satisfaction, likelihood to recommend, or NPS levels will lead to customers devoting a higher share of their wallets to their firm or brand. It is easy to understand why they believe this. Unfortunately, it is not remotely true.  Our whitepaper below explains why.