The Hidden Power of Your Customers: 4 Keys to Growing Your Business Through Existing Customers


This book will change the way you think about your customers. Some companies are ahead of the game when it comes to customer retention. They're doing so much right for their existing customers that they have a loyal following of brand evangelists. These are "Customers Rock!" companies that have built their businesses by unleashing the potential that's hidden within their current customers.

But many other companies have a long way to go. Loyal customers get very little in return ...

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This book will change the way you think about your customers. Some companies are ahead of the game when it comes to customer retention. They're doing so much right for their existing customers that they have a loyal following of brand evangelists. These are "Customers Rock!" companies that have built their businesses by unleashing the potential that's hidden within their current customers.

But many other companies have a long way to go. Loyal customers get very little in return for their business. New customers get the sales and marketing attention, the cool social media outreach, and the best deals. Feeling unrecognized and neglected, once-loyal buyers seek better treatment elsewhere. Additionally, the onset of social media is driving a major change in customers' behaviors, making it highly risky not to focus on existing customers. It's time to get back to the basics. It's time to return to the customer.

Through practical tips and real-world case studies, The Hidden Power of Your Customers offers four key strategies for retaining and achieving growth from existing customers, which include:

  • Relevant Marketing, which requires that you listen to your customers, and then deliver the messages they want to hear through their preferred channels
  • Orchestrated Customer Experience, where you craft the right experience for your customers
  • Customer-Focused Culture, in which you maintain strong company values, hire the right employees, and empower those employees to make a difference
  • Killer Customer Service, which creates positive experiences that are virally shared

Loyalty is a precious commodity, and your existing customers are your most valuable assets. This easy-to-read and practical guide features useful steps, inspirational stories, and real-world examples so that you can create a customer strategy that keeps customers coming back (and telling their friends and colleagues). Discover the power your business already has at its fingertips. Build on the ROCK strategy, and find the hidden power of your customers.

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  • The Hidden Power of Your Customers
    The Hidden Power of Your Customers  

Product Details

  • ISBN-13: 9781118018217
  • Publisher: Wiley
  • Publication date: 7/20/2011
  • Edition number: 1
  • Pages: 240
  • Product dimensions: 6.30 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

BECKY CARROLL is the founder of Petra Consulting Group, a consultancy focused on engaging customers through conversation, social media, and customer experiences. Her clients include several Fortune 100 companies such as Verizon, Electronic Arts, Hewlett-Packard, and Ford, in addition to top executives, small businesses, and nonprofits. She is the author of the business blog "Customers Rock!" (; teaches social media at UC San Diego; and is a keynote speaker and panelist at industry conferences and webinars on the topics of customer loyalty and social media. For more information, please visit

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Table of Contents



Introduction A Bird in the Hand Is Worth More Than You Think.

Return to the Customer.

What Is the Hidden Power?

Anatomy of a “Customers Rock!” Company.

Build on the “Rock”: The Four Keys to Growth.

How to Read This Book.


Chapter 1 Listen to Your Customer before Doing Anything.

Customer Listening Posts.

Listen for Customer Feedback.

Listen for Customer Insight.

Foundation for the Four Keys.

Chapter 2 Keep Customer Needs in Mind.

Experience the Life Cycle.

Understand the Customer’s State of Mind.

Meet the Needs of Your Customers.

Just What I Needed.

Case Study: Teradata Builds Close Customer Relationships.

Chapter 3 Communicate with and Become a Fan of Your Customers.

Marketing the Way Your Customers Prefer It.

Social Media for Engagement and Conversation.

Case Study: Sanuk Loves Its Customers in Return.

Start an Ongoing Dialogue.

Case Study: FreshBooks Becomes a Fan of Its Customers.

Chapter 4 Capture, Then Reward, Their Business.

Send More Than Just Bills.

Why Do Only New Customers Get the Best Deals?

Thank You for Being a Customer—I Mean It!

Make Customers Feel Valued.

Case Study: Marriott Rewards Its Customers.


Chapter 5 Plan the Experience.

The Customer Experience.

The Customer Perspective.

Customer Expectations Drive the Outcome.

Your Customer Experience Competition.

Uncover the Best Experience.

Focus on Your Customers.

Chapter 6 Get the Lay of the Land.

Managing the Customer Experience—Or Not.

Design the Customer Experience End-to-End.

Map the Customer Journey.

Chapter 7 Fine-Tune the Experience.

Take Care of the Beginning.

Make It Personal.

You Are Always Onstage.

Putting It All Together for the Customer.

A Competitive Differentiator.

Case Study: Lexus Treats Customers as Guests in Their Home.

Chapter 8 Align Around the Customer.

No Silos.

Design Processes That Fit.

Do You Want My Business?

Case Study: The Urbane Experience.


Chapter 9 Culture of Customer Service.

Put People First.

What We Value.

Keep It Going.

Chapter 10 Measure What Matters.

Customer-Focused Metrics.

Move from Data to Insight to Action.

Satisfaction: Does It Matter?

Measuring Customer Perception.

New Metrics for Measuring the Customer Service Experience.

Measuring the Success of Customer Strategy.

Case Study: EMC Measures What Matters to Customers.

Chapter 11 The Power behind the Scenes.

Hire for Attitude.

Engaged Employees Equal Engaged Customers.

Case Study: Nicor National Creates “Positivity at Work”.

Employee Empowerment.

Employees Make the Difference.

Case Study: Southwest Airlines Is Passionate about People.


Chapter 12 Ignore Customers at Your Peril.

Customer Service Is the New Marketing.

How Do You View Your Customers?

Where Does Social Media Fit?

Viral Campaigning versus Viral Complaining.

Using Social Media for Customer Service—Yes or No?

The True Meaning of Customer Service.

Chapter 13 Shift Your Thinking from New to Old.

Little Things Make a Difference.

Put Yourself in Their Shoes.

Make Them Want to Shout about It.

Case Study: Five-Star Service Makes a Difference for Salon Radius.

Help Customers Play a Role.

Chapter 14 Care and Feeding of Customers.

Things Will Go Wrong.

The Golden Rule for Customers.

Taking Care of Business.

Focus on the Customer.

Case Study: Mighty Fine Burgers Serves It Up Right.


Chapter 15 Unlocking the Hidden Power of Your Customers.

Your Call to Action.

Use the Four Keys.

How It Could Look.

Now It’s Your Turn.



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