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Fans Not Customers: How to Create Growth Companies in a No Growth World Paperback – International Edition, November 13, 2012


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Product Details

  • Paperback: 256 pages
  • Publisher: Profile Books (November 13, 2012)
  • Language: English
  • ISBN-10: 1781251118
  • ISBN-13: 978-1781251119
  • Product Dimensions: 8.4 x 5.3 x 0.6 inches
  • Shipping Weight: 7.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #625,352 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Vernon Hill was the founder of the hugely successful Commerce Bank in the US and Metro Bank in the UK. He is one of only a handful of chief executives ever to be a member of the Forbes 20/20 club: to have stayed in the same job for over two decades paying more than 20% returns every year.


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12 of 15 people found the following review helpful By Amazon Customer on November 1, 2012
Fans not Customers: Vernon Hill
"A fan, sometimes also called aficionado or supporter, is a person who supports with a liking and enthusiasm for something, such as a band, a sports team or entertainer. Fans of a particular thing or person constitute its fan base or fandom. They may show their enthusiasm by being a member of a fan club, holding fan conventions, creating fanzines, writing fan mail, or by promoting the object of their interest and attention. Some fans even take it as far as impersonating their idol or go into a state of insanity by believing they are the character the person is obsessed with." Why can't businesses cultivate fans in the same way? When reading Fans not Customers you the reader as well as this reviewer will take away some invaluable information and lessons on how and why when dealing with customers you need to excel in more than just outstanding customer service. You must provide hours seven days a week, welcome customers into your store and provide the kind of service that will get them talking at parties, at work and even when in your store telling others why they should frequent your business over others. So, let's get started and find out just how Vernon Hill the founder of Commerce Bank put his Amazing plan into action.

Next, he founded Metro Bank in the UK, which as the author states has no other bank like it in the world. Now, that is a huge statement and one to live up to big time. But, according to Mr. Hill this bank is open 365 days a year and the service is unparalleled plus their customer service is live 24 hours a day. Imagine lines to get into a bank. Imagine the media making a big deal over the opening and covering it.
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This is a pretty fast read with some amazing stories of how Commerce Bank in New Jersey and now Metro Bank in London have, under the leadership of Vernon Hill, created great enthusiasm among bank staff and customers. No Stupid Rules -- bowls of cold water for dogs, bikers can ride up to the tellers rather than locking their bikes outside, accounts take 10 to 15 minutes to open, counting the time it takes to print checks and debit and credit cards. A teller finding a left behind cheque book, calling the customer's mobile and delivering it to a nearby pub on her way home. All the pieces and the people work together and the bank works on its culture all the time, and people have fun doing it. he is one of the few CEOs to grow his business at 25 percent a year for 30 years....Tom Peters, who wrote the foreword, is very impressed, but never speechless, of course. He does rave. Hill is also pretty funny about the British banks whose customers he is taking.
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Never go to know who Vernon Hill was until I took a course on Strategy Management and was introduced to a case study on what Vernon did with Commerce Bank published by the Harvard Business Review.

This book details what Vernon did at Commerce Bank in the US and also a subsequent venture Metro Bank in the UK. It gives you good examples and tips on how to make the customer fall for your business, the right way in markets where the business is to make money but not actively engage and retain customers.

A recommended book for the project implementer or CEO of a company.
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Format: Paperback
I met Vernon and his team at the opening of a branch of Metro Bank in London two weeks ago, and I can confirm that this is a bank like no other. I then read "Fans" cover to cover on a long flight from London to Dubai. It was better than any of the movies on offer. More than that, I learned a lot about what it takes to create a fun culture in a company that not only puts customers first but can create an investor-friendly bottom line. I predict in five years Metro Bank will be better known in London than Barclays.
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