Evergreen: Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving Hardcover – Jan 7 2015
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"... 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
"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
"... 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
"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
"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
"Evergreen is a funny, highly pragmatic and detailed playbook on customer retention, customer experience, and customer strategy.' - M&SB magazine
From the Inside Flap
Great companies are evergreen, thriving in any condition. They stand firm in the face of shifting marketing trends. They don't obsess about e-blast timings or Facebook likes. They don't depend on discounts or gimmicky promotions for new customers. In fact, they don't exert much energy on getting new customers at all! Large and small, sturdy businesses channel their efforts into creating memorable customer experiences and lasting relationships. Loyal customers drive their enduring success. "Evergreen" helps you cultivate strong connections that impact customer retention, marketing effectiveness, word-of-mouth referrals, brand reputation, and profitability. Marketing expert Noah Fleming uncovers an unswerving formula for thriving in our competitive, connected world. In every case, an alignment of character (how others perceive you), community (how you bring people together), and content (your product or service) sets successful companies apart from those that struggle. Strategies, exercises, and examples show you how to develop your own Three Cs, while discarding outdated ideas and time-wasters. Step by step, this practical system gives you answers you need: * How to measure the true cost of your customer acquisition efforts * Why adding more products rarely helps, but restructuring content does * How to communicate your values at every customer interaction * Why the "Real You" is far more important than the "Facebook You" * How building "tribes" and "communities" is different, and how to merge the best tactics of both * Why there's no such thing as an "average customer" * How to create loyalty programs that go beyond punch cards and points * When to fire your worst customers, with as little pain as possible * Why small data can give you big insights into your customers * And much more Quality and pricing are no longer enough. Use the "Evergreen" framework to strengthen your company's character, community, and content --and turn emotional connections with your customers into sustainable growth and prosperity. Noah Fleming is a strategic mar-keting expert and CEO of Fleming Consulting & Co. He has provided coaching and consulting services for thousands of business owners, executives, and individuals, and is an expert blogger for Fast Company and guest blogger for The Globe and Mail's "Report on Business." Connect with Noah Fleming: @NoahFleming Website: www.noahfleming.comSee all Product Description
Top Customer Reviews
The book talks about everything from getting new customers to nurturing existing customers, to "firing" the wrong customers. Noah's vision of the current business landscape is unique, timely, and extremely relevant. I can't think of any business, in any industry that wouldn't benefit from reading this book.
I loved this book, and you will too.
Most Helpful Customer Reviews on Amazon.com (beta)
The title of the book Evergreen is an analogy to how customers are to companies as leaves are to trees. Evergreen trees remain lush, healthy and green all year round. Deciduous trees go through a pattern of growing new leaves and then shedding them. Growing new leaves and then shedding them. Does the term "customer churn" come to mind?
Profitable companies retain their customers like evergreens retain their growth. Sadly, many companies work really hard to acquire new customers only to shed them quickly thereafter. Not like an evergreen. As a result, many companies are wasting staggering amounts of money by not focusing any or a sufficient amount of their marketing on their existing customers.
In Evergreen, Noah Fleming walks you through very specific steps to show you how to better retain customers, turn them into raving fans and actually make your new customer acquisition not only easier but more effective.
Also, the book is extremely well written. I thoroughly enjoyed reading it and I bet you will, too. To listen to an interview I did with Noah Fleming about Evergreen, visit MarketingBookPodcast.com
Maybe I like this book because I agree so wholeheartedly with the author. In fact one of the selling points of my consulting company is that I can grow your business by ten percent without ever adding a new customer.
In this new book Noah Fleming shows us how to not only “mine our current customer list but to also reach back to those companies you used to do business with a re-capture some of that business as well.
By using his defined three “C” program you can pick up just about everything you need to know about customer loyalty and retention. By using the three “C”s Character: which is based on why you do what you do to Community: Created a community of customers with shared interests and needs and Content: what your company offers to your customers.
The chapters on customer loyalty are especially valuable with the author exploring and defining the various loyalty programs showing us which ones work and which do not by using real life examples from Starbucks to Delta Airlines.
The chapter of firing your customers is worth the price of the book. Knowing which customers to fire and why and how is invaluable. Basically this gets down to a few categories from those customers who take up the most time and have the least profit margin to those unhappy customers who will just never be happy no matter what you do. The real life example of how Amazon deals with unhappy customers is telling to say the least.
Let me preface this review by stating that I’ve been creating and implementing strategic customer retention programs for my clients for over 15 years. I understand their importance and have seen good programs produce incredible results in profitability and organizational growth. On at least a dozen occasions I’ve seen smaller businesses (I’ll define them as $10 million to $50 million in annual sales) attribute 25% annual growth to a good customer retention program. I’ve even seen a $100 million company sustain 30% growth for three consecutive years by focusing on retention and loyalty.
With that said, there are three main reasons why I strongly recommend this book to entrepreneurs, business leaders, and marketing professional of any industry:
First, the author’s powerful “Evergreen” metaphor, in-depth knowledge of the subject and real-world examples do a great job in simplifying a complicated concept.
Second, the book eloquently explains how to create a sound customer retention and loyalty strategy (something that many marketers and business leaders get wrong, sabotaging their efforts), and it also gives excellent advice on how to execute your plan at a tactical level.
And third, I’m going to put this information to work with my own clients.
I believe this book will make me better at what I do, and I believe it can make you better at driving sustainable business growth through customer retention in your business, too.
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