- Hardcover: 224 pages
- Publisher: Kaplan Publishing (Nov 12 2002)
- Language: English
- ISBN-10: 0793155614
- ISBN-13: 978-0793155613
- Product Dimensions: 23.3 x 16 x 2.1 cm
- Shipping Weight: 503 g
- Average Customer Review: 4.9 out of 5 stars See all reviews (25 customer reviews)
- Amazon Bestsellers Rank: #305,307 in Books (See Top 100 in Books)
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Product Details |
Product Description
From Publishers Weekly
This enjoyable but hardly essential book offers case studies of eight companies whose customer communities-that is, the base of customers who believe in a particular product or service-are robust and successful: Southwest Airlines, Krispy Kreme, Build-A-Bear Workshops, the Dallas Mavericks basketball team, Pallotta TeamWorks, O'Reilly & Associates, SolutionPeople and IBM. The authors, cofounders of the marketing consulting firm Wabash & Lake, claim that "customer evangelists" are free; they offer a six-step plan for building customer evangelism, but the specific programs they recommend are expensive. They decry "nuisance" advertising, yet praise MSN's infamous Hotmail spam tag line attached to every e-mail Hotmail users send and IBM's graffiti campaign that resulted in criminal fines. They argue against focusing on shareholder value and cost controls, but criticize companies that imploded for ignoring those two things. Although the idea of deepening customer relationships is certainly valid and should be embraced by marketers, there are better and far more balanced accounts of this process available (the first four chapters of Philip Kotler's Marketing Management, the standard MBA text, for example).
Copyright 2002 Reed Business Information, Inc.
Copyright 2002 Reed Business Information, Inc.
Book Description
Harness the power of evangelism marketing to increase customer loyalty, sales, and profitability of your brand. When customers are truly thrilled about their experience with a product or
When customers are truly thrilled about their experience with a product or service, they become outspoken "evangelists" for a company. Savvy marketing professionals are discovering that this group of satisfied believers can be leveraged as a potent marketing tool to increase their customer universe.
Authors Ben McConnell and Jackie Huba know how to take a company’s best customers and turn them into influential, loyal, and enthusiastic evangelists. Readers of Creating Customer Evangelists will learn how to develop evangelism marketing strategies and programs that will create communities of influencers who can expand and drive sales for a company.
The authors outline and explain the six basic tenets of creating customer evangelists:
• Conduct ongoing customer research.
• "Napsterize" your knowledge.
• Build the buzz.
• Make bite-size chunks.
• Create community.
• Create a cause.
To illustrate these tenets and show how solid customer relationships can build and sustain companies through good and rocky times, the authors offer several case studies. These in-depth company profiles provide real-life examples of evangelism marketing at work, including the opportunities and pitfalls of specific campaigns.
Readers will learn how organizations as diverse as Southwest Airlines, Krispy Kreme Doughnuts, and The Dallas Mavericks successfully built their customer base and created targeted marketing programs to involve their biggest fans. These programs have produced legions of unofficial salespeople and a cost-effective and powerful marketing force.
By deepening customer relationships, successful companies create customer communities that generate grassroots support and value for their products and services. Creating Customer Evangelists focuses on this personal and emotional marketing approach. As McConnell and Huba demonstrate, this approach can convert good customers into exceptional ones who willingly spread the word.
Inside This Book
(Learn More)
First Sentence
You are an evangelist. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
You are an evangelist. Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most helpful customer reviews
4.0 out of 5 stars
Insightful!,
By
This review is from: Creating Customer Evangelists (Hardcover)
What does it take to get your customers to see the light, to praise your product like evangelists selling their creeds? How do you create customer evangelists whose word of mouth will convert other acolytes to your product? Authors Ben McConnell and Jackie Huba offer chapter and verse. They tell you how to encourage customers to preach your message for you. However, before consumers will take to the pulpit, you must have an excellent product or service that converts their thinking. There's good information here, though not much new. The last chapter sums everything up as nicely as a homily, and the appendix provides additional tips on e-mail marketing and jump-starting the evangelical process. The authors' penchant for name-coining adds little; at best it's confusing and at worst downright annoying ("word of mouse" is cute, but "Napsterizing"? "Customer Plus-Delta"?). We are is glad to see someone preaching the cause of being customer-oriented - we're already pretty faithful about that.
5.0 out of 5 stars
It's nice to read a book that makes you shout out "YES!",
By
This review is from: Creating Customer Evangelists (Hardcover)
I'm not sure how to put this... Ben and Jackie just "get it" when it comes to not only customer service, but business as a whole. I've never actually read a book before that made me speak to it out loud like it was a person. Every chapter I was saying things like "Brilliant!" and "Wow! Now that's what businesses should be doing". Smiling through the entire book, it not only talked about the concept of it, but gave great examples and THEN tells YOU how to do it in your business. Pure genius. Just buy it, period.
5.0 out of 5 stars
The Book Works! I'm Evangelizing a Book on Evangelism,
By
This review is from: Creating Customer Evangelists (Hardcover)
It seems fitting to be writing a review to evangelize a book written on the topic of making evangelists out of your customers. I can't help but think after reading Creating Customer Evangelists, "how can I let as many people as possible know how wonderful this book is!"I'd venture a guess that many of you reading this review have delved into a lot of business books in your lifetime. I'm sure that the best of intentions were taken into each book, only to find out that way through the majority of them, they had lost their relevance and hadn't delivered on their promise. I mean, really, how many books about marketing can possibly have any really interesting and immediately helpful ideas? While CCE is not a fiction thriller, it will keep you as engaged as any good novel would, because at it's heart, it tells a lot of great short stories, and it tells them with insight and conviction. The book follows a "case study" approach and illustrates a world-class case example of a company doing CE right in each chapter. And, unlike those feel-good business books about how breakthrough something is that leave you hanging with no action items, CCE includes a full set of appendices on how you, yes you and your business, can get going on your CE efforts. The book lays out the process of creating customer evangelists in the following order: These are easy enough principles to understand, but NOT_EASY_TO_EMBRACE. How many of you are prepared to "Napsterize" what you know to everyone in and around your industry? Really, how many? Do your marketing managers actually "participate" in the industry and community, or are you all a bunch of bystanders. Creating customer evangelists is about more than "implementing a few best-practices", this is not six-sigma, but there are ways to measure, and Ben & Jackie have an entire appendix devoted to those to! Are you ready to embrace your best customers as customer evangelists? Get the book - get the culture!
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