Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving
An invaluable resource that helps anyone merge high-tech tools with the personal touch to forge lasting bonds and steady profits.
Loyal customers are the beating heart of every great business.?Why do so many companies act like adrenalin junkies, chasing after new customers at the expense of creating deeper, more profitable relationships with the ones they already have?
Evergreen exposes the mad pursuit for what it is: a brief spike in metrics and an ongoing revenue drain, as one-time customers fail to return.
The book's entertaining stories and action steps reveal how you can:
Cultivate the 3Cs of evergreen companies: character, community, and contentBuild loyalty programs that turn satisfied customers into enthusiastic advocatesNurture profitable customers while pruning those who sap time and moneyInject authenticity into social media communicationsInvert the expectations gap that can drive customers away
From Internet startups and mom-and-pop businesses to multinational giants, strong companies are rooted in customer retention.?The perfect solution is to shift resources from attracting new customers to engaging the base--the path to stable growth, season after season.
In the course of working with hundreds of clients, strategic marketing expert Fleming has seen a lot of misguided customer service. One common mistake is a focus on customer acquisition to the detriment of existing customers. With this book, he's out to debunk customer service myths and wean businesses off of the damaging "new customer addiction." In place of the so-called Customer Lifetime Value (CLV) model, Fleming presents the "Three C's of an Evergreen organization character, community, and content." In his estimation, readers of every stripe sales professionals, small businesspeople, managers and CEOs should consider essential questions, such as "What's the character of your company?" and "Who are your customers and what are their needs?" Citing companies that have done well at creating high value, strong community, and customer happiness CrossFit figures prominently Fleming gives cogent, helpful advice on fostering growth, responding to complaints, recovering customers, and, finally, on finding those much-desired new customers once your base is firmly established, that is. While the titular arboreal metaphor gets tired (leaves, branches, what have you), the lessons are solid and thought-provoking and should prove a genuine eye-opener for many business owners and managers.