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.
"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