Fans Not Customers: How to Create Growth Companies in a No Growth World

Overview

These are tough times for all of us—but it is still possible to defy gravity and create massively successful new ventures, turn-round lumbering giants, and go for growth. The secret lies in not just satisfying customers but in amazing and delighting them.

Most companies plod along doing things as everyone always has. So there are huge opportunities for people trying to break the mold, even in old-fashioned businesses like banking or insurance. Of course it happens all the time ...

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Fans Not Customers: How to create growth companies in a no growth world

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Overview

These are tough times for all of us—but it is still possible to defy gravity and create massively successful new ventures, turn-round lumbering giants, and go for growth. The secret lies in not just satisfying customers but in amazing and delighting them.

Most companies plod along doing things as everyone always has. So there are huge opportunities for people trying to break the mold, even in old-fashioned businesses like banking or insurance. Of course it happens all the time in the digital world, but it can happen anywhere—so long as you turn your customers into fans. When that happens your customers—who will sing your praises when your competitors’ customers are complaining—become your greatest allies in marketing and sales. Then you can really go for growth.

But to amaze and delight your customers and clients isn’t easy, and it requires constant work and innovation. This book is generously scattered with examples and case studies drawn from Vernon Hill’s own experience and shows how it is to be done.

Vernon Hill was the founder of the hugely successful Commerce Bank in the United States and Metro Bank in the United Kingdom. He is one of only a handful of chief executives ever to be a member of the Forbes 20/20 club: to have stayed in the same job for over two decades paying more than 20 percent returns every year.

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Product Details

  • ISBN-13: 9781781251119
  • Publisher: Profile Books Limited
  • Publication date: 11/13/2012
  • Pages: 256
  • Sales rank: 1,223,719
  • Product dimensions: 5.30 (w) x 8.40 (h) x 0.60 (d)

Meet the Author

Vernon Hill was the founder of the hugely successful Commerce Bank in the US and Metro Bank in the UK. He is one of only a handful of chief executives ever to be a member of the Forbes 20/20 club: to have stayed in the same job for over two decades paying more than 20% returns every year.

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Table of Contents

Foreword Tom Peters ix

Welcome! xv

Introduction: Start-ups and Upstarts 1

Part 1 Two Banks, Two Continents: A World of Lessons

1 Metro: A New Bank for a New Century 9

2 Commerce Bank: Early Days, Winning Ways 14

Part 2 Marketing is Everything

3 Fans Not Customers 23

4 Putting the "Grand" in Grand Openings 32

5 The New Math 40

6 Love Your Bank At Last! 49

7 Surprise and Delight! 54

8 Dogs Rule and Kids Rock! 61

Part 3 Culture Counts

9 Five Ways to Amaze 71

10 Culture Counts 79

11 Hire for Attitude, Train for Skill 82

12 Hope Is Not a Plan 95

13 Design as a Competitive Weapon 101

14 No Stupid Rules 107

15 Petplan: Insurance for Our Four-Legged Friends 113

16 Closing Words from a Man Who Never Closes Shop 126

What they say about Vernon Hill 134

founder, BankStocks.com Tom Brown 134

founder, Meredith Whitney Advisory Group LLC Meredith Whitney 137

co-founder, Fast Company magazine, and author, Mavericks At Work William C. Taylor 139

Appendix: Lingo 143

Index 151

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