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Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
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Product Description
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 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
Product Details
- Amazon Sales Rank: #30511 in Books
- Published on: 2007-01-02
- Released on: 2007-01-02
- Original language: English
- Number of items: 1
- Binding: Paperback
- 240 pages
Editorial Reviews
From 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).
Copyright 2002 Reed Business Information, Inc.
Review
"In the best book of the month ... McConnell and Huba offer six practical tenets for turning customers into evangelists. " -- The Business Reader Review, December 2002
"[Creating Customer Evangelists] is the new mantra for entrepreneurial success." -- New York Times
Lessons of customer evangelism related through real life company stories make this book an absorbing read. -- Harvard Business School
The book is packed with working examples of how to [create customer evangelists]...so buy it, learn from it. -- Azriela Jaffe, Welcome Business USA
Review
"Word-of-mouth advertising and selling is the most powerful form of marketing, the least expensive, and the hardest to achieve. This book is packed with ways to get your customers to spread the good word, and to do so with evangelistic fervor."—Jeffrey J. Fox, author of How to Become a Rainmaker and How to Be CEO
"The most attractive alternative to advertising is the mouth of the customer. How to harness your customers and turn them into mouthpieces for your brand is the subject of McConnell and Huba's thoughtful, insightful book, which is filled with convincing case histories."—Al Ries
"How do you create customer evangelists? To answer this question, McConnell and Huba went right to the source—the amazing companies that have been successful in this difficult task. The result is an inspiring and thorough book packed with real-life examples, action items, and insight."—Emanuel Rosen, author of The Anatomy of Buzz
Customer Reviews
Finally practical steps
I have found that most books about marketing are about someone's one success in the past and just discuss the barriers they had to break to make their winning strategy work...they tend to be egocentric. I have wanted a book that really lines out the steps to take to create people loyal to a brand. I am not looking for a magic step-by-step I know everything takes time, but this book is doing a great job explaining practical things to do to create a loyal following. I got turned on to this book by their blog which is amazing...check it out at http://www.churchofthecustomer.com/
Authentic Ideas
Ben and Jackie have written a great book about how to harness the power of your happy and loyal customers to build relationships with new customers. Their authentic ideas allow brands to build trust with customers.
Dr. Karen Mishra
Author, "Trust is Everything: Become the leader others will follow"
Nice to have in paperback
I have the original hard cover book and absolutely love it, it is my bible. So I bought this new one to share it. Looks updated but still has all the good stuff in it. This book has amazing ideas and examples that really work when you put them to use.
