[citation needed] Pearson started his 20-year tenure with the company as a director of sponsor marketing at AIR MILES, Canada's largest coalition loyalty program.
In this role, Pearson oversaw the development and execution of loyalty and database marketing strategies that build long-term, interactive and value-added relationships with AIR MILES customers.
Finally, the book shares five principles for using customer data responsibly while being sensitive to privacy concerns - ultimately enabling companies to make the loyalty leap.
Pearson's second book provides the steps to making the loyalty leap in a B2B relationship across three different segments: small businesses, large enterprises and channel marketers.
It offers a blueprint for using customer information to support a business's specific goals and features case studies from American Express, Teradata, Premier Healthcare Exchange and Salesforce.com.
In addition, the e-book details six steps to creating a loyalty initiative that will enhance business relationships and improve revenue and productivity.