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Evergreen : Cultivate the Enduring Customer Loyalty That Keeps Your Business...
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- Buy It NowEvergreen : Cultivate the Enduring Customer Loyalty That Keeps Your Business...
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Located in: Leamington, Ontario, Canada
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eBay item number:315059805698
Item specifics
- Condition
- Narrative Type
- Nonfiction
- ISBN
- 9780814434437
- Book Title
- Evergreen : Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving
- Item Length
- 9.2in
- Publisher
- Amacom
- Publication Year
- 2015
- Format
- Hardcover
- Language
- English
- Item Height
- 1in
- Genre
- Business & Economics
- Topic
- Business Communication / General, Consumer Behavior, Customer Relations
- Item Width
- 6.1in
- Item Weight
- 19.4 Oz
- Number of Pages
- 288 Pages
About this product
Product Information
Your company would not be where it's at today without your loyal customers. And yet how much time is spent toward improving and increasing value among your steady core versus the time--and money!--spent on obtaining new leads, getting through closed doors, and eventually realizing you've been beating a dead horse that is not going to win any races for you Why do so many companies take valuable time and resources away from focusing on their heartbeat and go off on mad pursuits of hypotheticals that have already proven to have a remarkably low ROIEvergreen exposes this nonsensical chase for what it is: a brief spike in metrics and an ongoing revenue drain, as one-time customers fail to return. It then proposes that the better solution is to shift resources from attracting new customers to engaging the base--every company's path to stable growth, season after season. The entertaining stories and action steps weaved throughout these pages reveal how anyone can: * Cultivate the 3Cs of evergreen companies: character, community, and content* Build loyalty programs that turn satisfied customers into enthusiastic advocates* Nurture profitable customers while pruning those who sap time and money* Inject authenticity into social media communications* Invert the expectations gap that can drive customers awayNo matter the business--whether it is a tech software giant or a mom-and-pop laundromat, customer retention is the key to sustaining success. Evergreen will help you turn satisfied customers into enthusiastic advocates and steady profits.
Product Identifiers
Publisher
Amacom
ISBN-10
0814434436
ISBN-13
9780814434437
eBay Product ID (ePID)
201643120
Product Key Features
Book Title
Evergreen : Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving
Format
Hardcover
Language
English
Topic
Business Communication / General, Consumer Behavior, Customer Relations
Publication Year
2015
Genre
Business & Economics
Number of Pages
288 Pages
Dimensions
Item Length
9.2in
Item Height
1in
Item Width
6.1in
Item Weight
19.4 Oz
Additional Product Features
Age Range
18-18
Number of Volumes
1 Vol.
Lc Classification Number
Hf5415.5.F584 2015
Edition Description
Special
Reviews
"guides entrepreneurs in improving their marketing and building an unbreakable type of customer loyalty." --Leaders in the Trenches, "From Internet startups and mom-and-pop businesses to multinational giants, strong companies… Evergreen helps anyone merge high-tech tools with the personal touch to forge lasting bonds and steady profits" --Retailer Observer, "Fleming's framework allows us to ask: are we merely 'adrenaline junkies' chasing the high of the next customer acquisition, or are we cultivating a sustainable business?" --Forbes, "No-nonsense and rich with examples of his ideas in action, this is a survival guide for those lost in the big-data jungle." --Retailing Insight, "… full of really valuable information on rethinking how you approach customer service… kind of book you can open up to any page and learn something new." --MindTools, "Evergreen is a funny, highly pragmatic and detailed playbook on customer retention, customer experience, and customer strategy." -- M&SB magazine, "...the lessons are solid and thought-provoking and should prove a genuine eye-opener for many business owners and managers." --Publishers Weekly, "Fleming presents a thought-provoking look at cultivating and promoting good customer relations and customer loyalty to a business." --Library Journal, "... full of really valuable information on rethinking how you approach customer service... kind of book you can open up to any page and learn something new." --MindTools, "From Internet startups and mom-and-pop businesses to multinational giants, strong companies... Evergreen helps anyone merge high-tech tools with the personal touch to forge lasting bonds and steady profits" --Retailer Observer
Table of Content
C O N T E N T S Foreword by Alan Weiss xi Acknowledgments xiii Introduction: Seeing the Forest for the Trees 1 Why I Wrote This Book 3 Who This Book Is For 5 Why You Should Read This Book 6 PA R T O N E Establishing Roots 1 Debunking the Myth: New Customers Will Not Save Your Business 11 The Allure of New Business Can Be Fatal 12 We''re All Addicted to Sex--and What That Means for Your Business 14 The Latest Boardroom Buzzword: Customer-Centricity 17 The True Value of a Customer 19 Introducing the Evergreen Marketing Equilibrium 24 2 Surveying the Landscape: The Essential Components of an Evergreen Organization 29 Introducing the Three Cs 31 Orchestrating the Three Cs, So They Play in Harmony 36 3 Examining the Principle of Character: The Botany of Your Company 41 The Power of Telling a Good Story 42 Building the Character of Your Organization 44 Distinguishing Between Character and Caricature 47 Articulating the "Real You" 49 Creating Your Corporate Character 52 4 Examining the Principle of Community: Creating a Forest from a Single Seed 61 Why Should You Build a Community? 62 The Difference Between a Tribe and a Community 64 The CrossFit Community 68 Building Your Customer Community 72 5 Examining the Principle of Content: The Beauty of Having a Multitude of Branches 79 What, Exactly, Is "Content"? 80 Why Is Content So Important? 82 Evaluating the New Customer Experience 85 Knowing What Business You''re In 88 Keeping Focused on Why You Do What You Do 89 Knowing When More Content Is Better--and When It''s Not 90 The Evergreen Diagnostic 96 Going Beyond "the Transaction" 99 PA R T T WO Fostering Growth 6 Becoming Intimately Familiar with Your Customers: Getting Your Hands in the Soil 105 Why Customer Lifetime Value Is Broken--and How to Fix It 107 Creating Your Ideal Customer Archetypes 111 Communicating with Your Archetypes 118 Capitalizing on the Natural Synergy of Thoughtful Marketing 124 7 Getting Loyalty Programs Right: Building a Tree House and Letting Your Customers Climb to Reach It 127 Where Loyalty Lost Its Way 129 Developing (or Refining) Your Loyalty Program 135 Designing Your Customer Loyalty Action Plan 144 8 Articulating a New Approach to Customer Service: Tending to Your Garden (and Pulling Those Weeds!) 155 Giving Yourself Permission to Fire Bad Customers 157 Determining Which Customers You Should (and Shouldn''t) Fire 159 A Commonsense Approach to Customer Service 164 Scrutinizing Your Company''s Weak Spots 172 Why Authenticity Is Important 176 9 Gathering Customer Intelligence: Examining the Botany of Individual Leaves 181 Recognizing When Customers Leave Money on the Table 182 Choosing Your Data Collection Tools 184 Getting Your Customers'' Information 187 Tracking (and Changing) Your Customers'' Behavior 192 10 Bringing Back Lost Customers: Bringing Wilted Leaves Back to Life 203 Identifying When the Customer Relationship Is Over 205 Figuring Out Why Customers Leave in the First Place 208 Solving Your Customer Attrition Problems 212 Establishing Constant Contact 215 Building Effective Attrition Alarm Systems 217 Implementing Your Reactivation System 220 Managing Your Expectations About Reactivation 225 11 Bringing In New Customers: Creating Optimal Growing Conditions 227 Managing the Expectations Gap 229 Creating Customer Loyalty with the First Transaction 231 Onboarding New Customers 234 Communicating with the Customer After the Honeymoon Is Over 238 Preparing for a (Hopefully Insanely) Successful Promotion 243 Afterword: The End Is the Beginning 249 Notes 255 Index 261 About the Author 271
Copyright Date
2015
Target Audience
Trade
Lccn
2014-016981
Dewey Decimal
658.8/12
Dewey Edition
23
Illustrated
Yes
Item description from the seller
Seller assumes all responsibility for this listing.
eBay item number:315059805698
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Item location:
Leamington, Ontario, Canada
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Canada, United States
Excludes:
Belarus, Kuwait, Macedonia, Morocco, Qatar, Russian Federation, Saudi Arabia, Ukraine
| Shipping and handling | To | Service | Delivery*See Delivery notes |
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| Will usually ship within 2 business days of receiving cleared payment. |
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