Evergreen : cultivate the enduring customer loyalty that keeps your business thriving /
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Author / Creator: | Fleming, Noah, author. |
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Imprint: | New York : AMACOM, American Management Association, [2015] |
Description: | 1 online resource |
Language: | English |
Subject: | |
Format: | E-Resource Book |
URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/12588944 |
Table of Contents:
- Title
- Copyright
- Contents
- Foreword
- Acknowledgments
- Introduction: Seeing the Forest for the Trees
- Why I Wrote This Book
- Who This Book Is For
- Why You Should Read This Book
- PART ONE Establishing Roots
- 1 Debunking the Myth: New Customers Will Not Save Your Business
- The Allure of New Business Can Be Fatal
- We're All Addicted to Sex-and What That Means for Your Business
- The Latest Boardroom Buzzword: Customer-Centricity
- The True Value of a Customer
- Introducing the Evergreen Marketing Equilibrium.
- 2 Surveying the Landscape: The Essential Components of an Evergreen Organization
- Introducing the Three Cs
- Orchestrating the Three Cs, So They Play in Harmony
- 3 Examining the Principle of Character: The Botany of Your Company
- The Power of Telling a Good Story
- Building the Character of Your Organization
- Distinguishing Between Character and Caricature
- Articulating the "Real You"
- Creating Your Corporate Character
- 4 Examining the Principle of Community: Creating a Forest from a Single Seed
- Why Should You Build a Community?
- The Difference Between a Tribe and a Community.
- The CrossFit Community
- Building Your Customer Community
- 5 Examining the Principle of Content: The Beauty of Having a Multitude of Branches
- What, Exactly, Is "Content"?
- Why Is Content So Important?
- Evaluating the New Customer Experience
- Knowing What Business You're In
- Keeping Focused on Why You Do What You Do
- Knowing When More Content Is Better-and When It's Not
- The Evergreen Diagnostic
- Going Beyond "the Transaction"
- PART TWO Fostering Growth
- 6 Becoming Intimately Familiar with Your Customers: Getting Your Hands in the Soil.
- Why Customer Lifetime Value Is Broken-and How to Fix It
- Creating Your Ideal Customer Archetypes
- Communicating with Your Archetypes
- Capitalizing on the Natural Synergy of Thoughtful Marketing
- 7 Getting Loyalty Programs Right: Building a Tree House and Letting Your Customers Climb to Reach It
- Where Loyalty Lost Its Way
- Developing (or Refining) Your Loyalty Program
- Designing Your Customer Loyalty Action Plan
- 8 Articulating a New Approach to Customer Service: Tending to Your Garden (and Pulling Those Weeds!)
- Giving Yourself Permission to Fire Bad Customers.
- Determining Which Customers You Should (and Shouldn't) Fire
- A Commonsense Approach to Customer Service
- Scrutinizing Your Company's Weak Spots
- Why Authenticity Is Important
- 9 Gathering Customer Intelligence: Examining the Botany of Individual Leaves
- Recognizing When Customers Leave Money on the Table
- Choosing Your Data Collection Tools
- Getting Your Customers' Information
- Tracking (and Changing) Your Customers' Behavior
- 10 Bringing Back Lost Customers: Bringing Wilted Leaves Back to Life
- Identifying When the Customer Relationship Is Over.