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

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 ...

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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
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)

Meet the Author

Ben McConnell and Jackie Huba, authors of Citizen Markters and Creating Customer Evangelists, popularized the term “customer evangelism.” The Seth Godin-edited New York Times bestseller The Big Moo featured them among 33 of the world’s smartest business thinkers. They live and work in Chicago.

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Table of Contents

Foreword
Acknowledgments
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
Appendixes 185
Endnotes 197
References 206
Index 208
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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted June 14, 2004

    Insightful!

    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.

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  • Anonymous

    Posted February 3, 2003

    Fascinating stuff

    An intriguing idea - customers who become your best salespeople - and a well-written book. Good, solid information for marketers whose sales are in pain.

    Was this review helpful? Yes  No   Report this review
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