Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force

Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force

by Ben Mcconnell, Jackie Huba
     
 

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For the first time in paperback, a revised edition of the book that launched the term “customer evangelism.” Updated with new statistics and figures, this landmark book has shown countless companies how to harness the power of evangelism marketing and increase customer loyalty, sales, and profitability.

When customers are truly thrilled about

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Overview


For the first time in paperback, a revised edition of the book that launched the term “customer evangelism.” Updated with new statistics and figures, this landmark book has shown countless companies how to harness the power of evangelism marketing and increase customer loyalty, sales, and profitability.

When customers are truly thrilled about their experience with a product or service, they become outspoken “evangelists” for a company. Savvy marketing professionals know 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. Creating Customer Evangelists shows how to develop evangelism marketing strategies and programs that will create communities of influencers who can expand and drive sales for a company.

By deepening customer relationships, successful companies create customer communities that generate grassroots support and value for their products and services. Creating Customer Evangelists can convert good customers into exceptional ones who willingly spread the word.

Updated material for this edition includes

* New research about the effectiveness of word of mouth

* Updated case studies

* How blogs, podcasts and other social media affect the six tenets of evangelism

* Preface about the growth of customer evangelism, fueling a ""word of mouth marketing"" industry

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Editorial Reviews

Azriela Jaffe
The book is packed with working examples of how to [create customer evangelists]...so buy it, learn from it.
Welcome Business USA
Business Reader Review
In the best book of the month, marketing consultants McConnell and Huba offer six practical tenets for turning customers into evangelists: gathering customer feedback; information sharing; building word-of-mouth networks; creating customer communities; offering samples; and, embracing causes. Over half of the book is devoted to chapter-length case studies, including Southwest Airlines, Krispy Kreme, IBM, etc.
Harvard Business School
Lessons of customer evangelism related through real life company stories make this book an absorbing read.
Publishers Weekly - 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). (Dec.) Forecast: Without well-known authors or extensive marketing, this entry into an overcrowded field that makes no concession to today's cost-conscious, analytic reaction to dot-com excess is going to need evangelists. It could be saved by a ride on the coattails of a similar book from the Free Press, The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy, which will be reviewed in the November 18 issue of PW. Copyright 2002 Cahners Business Information.

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Product Details

ISBN-13:
9780793155613
Publisher:
Kaplan Publishing
Publication date:
11/12/2002
Pages:
224
Product dimensions:
6.00(w) x 9.00(h) x 0.62(d)

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