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Azriela JaffeThe book is packed with working examples of how to [create customer evangelists]...so buy it, learn from it.
— Welcome Business USA
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 ...
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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
|1||Customer Evangelism: A Manifesto||1|
|2||When Customers Believe||11|
|3||Customer Plus-Delta: Understanding the Love||21|
|4||Napsterize Your Knowledge: Give to Receive||35|
|5||Build the Buzz: Spreading the Word||41|
|6||Create Community: Bringing Customers Together||53|
|7||Bite-Size Chunks: From Sampling to Evangelism||63|
|8||Create a Cause: When Business Is Good||67|
|9||Hot Marketing Now: Krispy Kreme Doughnuts||79|
|10||The High-Flying Solutionman: Solution People||91|
|11||The History Lessons of O'Reilly's Wars: O'Reilly & Associates||109|
|12||The New Mavericks of Marketing: The Dallas Mavericks||123|
|13||A Bear Market for Retailing: Build-A-Bear Workshop||139|
|14||A Cause, Not Just an Airline: Southwest Airlines||155|
|15||The Billion-Dollar Cause: IBM||169|
|16||Customer Evangelism Workshop||179|
Posted June 14, 2004
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.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted February 3, 2003