Evergreen : cultivate the enduring customer loyalty that keeps your business thriving /
Loyal customers are the beating heart of every great business. So why do so many companies act like adrenalin junkies, chasing after new customers at the expense of creating deeper, more profitable relationships with the ones they already have? Evergreen exposes the mad pursuit for what it is: a bri...
Clasificación: | Libro Electrónico |
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Autor principal: | |
Formato: | Electrónico eBook |
Idioma: | Inglés |
Publicado: |
New York :
AMACOM, American Management Association,
[2015]
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Temas: | |
Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- 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.