[citation needed] Share of wallet is commonly used in B2B context, and in the finance, banking and retail sectors, to describe share-of-customer.
[2] Forte Consultancy says: "The percentage of a customer's spend that is with a given company over a given amount of time.
[5] As a result, marketers in recent years have spent more resources on developing loyalty programs.
This means that using net promoter score is not useful by itself when marketers are looking to increase share of wallet, as it does not look at the category as a whole.
[8] A Mckinsey report found using personalisation drives loyalty and share of wallet by 1–2% for retailers as well as decreasing marketing and sales costs by 10–20%.