Changing the Deal

Don't Break the DealConsumers feel a continuous squeeze from the brands that once won their loyalty. Points get devalued. Data gets sold. New offerings come with a catch. The deal customers thought they knew keeps changing-often against them. Changing the Deal gives business leaders and marketers a rigorous framework for deepening customer relationships instead of eroding them. When companies shift from acquiring customers to monetizing them, they need a new playbook. Done right, it builds trust and mutual value.Readers will learn to:Recognize seven cost types monetization moves impose on customers-only one is financial Apply the Customer Calculus(TM) to weigh short-term gains against long-term relationship value Navigate the eight monetization strategies and 26 value extraction levers Use the EMMA Framework (Empathize, Measure, Mobilize, Automate) to guide customers through change Each EMMA chapter builds on the book's core frameworks and includes real-world case studies. The chapters conclude with an Action Toolkit complete with assessment questions, checklists, and a roadmap for both quick wins and long-term capability building.