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The Hidden Power of Your Customers: 4 Keys to Growing Your Business Through Existing Customers Hardcover – July 20, 2011


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Product Details

  • Hardcover: 240 pages
  • Publisher: Wiley; 1 edition (July 20, 2011)
  • Language: English
  • ISBN-10: 1118018214
  • ISBN-13: 978-1118018217
  • Product Dimensions: 6.4 x 1 x 9 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Best Sellers Rank: #1,848,639 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

This book will change the way you think about your customers. Some companies are ahead of the game when it comes to customer retention. They're doing so much right for their existing customers that they have a loyal following of brand evangelists. These are "Customers Rock!" companies that have built their businesses by unleashing the potential that's hidden within their current customers.

But many other companies have a long way to go. Loyal customers get very little in return for their business. New customers get the sales and marketing attention, the cool social media outreach, and the best deals. Feeling unrecognized and neglected, once-loyal buyers seek better treatment elsewhere. Additionally, the onset of social media is driving a major change in customers' behaviors, making it highly risky not to focus on existing customers. It's time to get back to the basics. It's time to return to the customer.

Through practical tips and real-world case studies, The Hidden Power of Your Customers offers four key strategies for retaining and achieving growth from existing customers, which include:

  • Relevant Marketing, which requires that you listen to your customers, and then deliver the messages they want to hear through their preferred channels

  • Orchestrated Customer Experience, where you craft the right experience for your customers

  • Customer-Focused Culture, in which you maintain strong company values, hire the right employees, and empower those employees to make a difference

  • Killer Customer Service, which creates positive experiences that are virally shared

Loyalty is a precious commodity, and your existing customers are your most valuable assets. This easy-to-read and practical guide features useful steps, inspirational stories, and real-world examples so that you can create a customer strategy that keeps customers coming back (and telling their friends and colleagues). Discover the power your business already has at its fingertips. Build on the ROCK strategy, and find the hidden power of your customers.

From the Back Cover

Praise for The Hidden Power of Your Customers

"At Zappos, we found that the more we invested in the customer, the more loyal they were, and the more we grew from word of mouth. Today, we take most of the money we would have spent on paid marketing or advertising and invest it into the customer experience instead. The Hidden Power of Your Customers explains why this works and why all companies should think this way."—Tony Hsieh, CEO, Zappos.com, Inc., New York Times bestselling author of Delivering Happiness

"Your customers do have power, and here's a great primer full of practical advice and how-to tips for unlocking that power and using it to grow your business from Becky Carroll, a practitioner who's always worked on the leading edge of customer service!"—Don Peppers and Martha Rogers, PhD, coauthors of Rules to Break & Laws to Follow

"For anyone who has ever wanted to focus less on sales, get better customers, and make more money in the process, this book gives you a road map to make it all happen." —Rohit Bhargava, EVP at Ogilvy, author of Personality Not Included

"This book is a must-read for every business that wants to unleash the true value of their customers. Becky Carroll is explicit in articulating the business value of customer advocacy and how it will drive business results for every organization regardless of the size, industry, and vertical."—Michael Brito, Vice President, Edelman Digital, author of Smart Business, Social Business

"You'll learn how to refocus your energy toward boosting sales by taking care of the people you need to impress the most—your current customers. The principles found in Becky's blog 'Customers ROCK' are sound, and I highly recommend this book for anyone who wants a fresh take on one of the oldest problems around."—John Bernier, Social Media Steward, Best Buy

"After you read this book once, you won't just put it back on your shelf. You'll keep coming back to it for inspiration, explanation, and as a practical guide any time you want to be reminded exactly how to design an amazing customer experience."—Emily Yellin, journalist, and author of Your Call Is (Not That) Important to Us: Customer Service and What It Reveals About Our World and Our Lives

FOREWORD BY BRIAN SOLIS, AUTHOR OF ENGAGE!


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Customer Reviews

4.9 out of 5 stars
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This book is an absolute must read for all small businesses.
Savvy MD mom
Becky Carroll does a wonderful job of providing a clear road map on how to think about Customers AND your business.
Bob Smith
The book contains case studies, checklists, metrics and more.
Kathy Baughman

Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Prof Rolando Irizarry on February 23, 2012
Format: Hardcover
"The Hidden Power of Your Customers" is a revolutionary text for marketers. I use Becky's book in my graduate level customer-focused marketing class at Johns Hopkins Carey Business School, because it is a perfect example of the current state of marketing. The dynamics of marketing have dramatically shifted and Becky's blueprint on what it takes to engage and establish loyal relationship strategies are gracefully put into context with sound examples. This book is a must for evolving marketers.
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1 of 1 people found the following review helpful By Steve Woodruff on July 22, 2011
Format: Hardcover
Don't read this book - unless you actually want to grow your business by pleasing customers. For years, Becky has written and taught about customer service, and with this book, she provides a step-by-step handbook for making customer service primary. The "Hidden Power" of your Customers is that there is far more growth to be gained by turning customers into more loyal customers (who will then sell you to others), than going out and trying to make new sales while neglecting current clients. Best chapter title award goes to chapter 12: Ignore Customers at Your Peril.
While the structure of the book has a bit of a textbook feel, there are lots of case studies sprinkled throughout. This book, like a number of recent titles (Trust Agents, NOW Revolution, Killing Giants) more than hints at the fact that what is really needed is core cultural change, not some gloss of a few tactics. Ignore this book at your own peril!
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1 of 1 people found the following review helpful By Kathy Baughman on August 8, 2011
Format: Hardcover
In the introduction to "The Hidden Power of Your Customers", Becky Carroll encourages readers to use a highlighter as they read. By the end of the book, I had more yellow highlighter throughout than untouched pages. The book is full of practical advice about unleashing the power of existing customers to: go from satisfied customers to ones with deep affinity, increase their LTV, spread word of mouth and drive referals. The book contains case studies, checklists, metrics and more. I particularly liked the core consept that brands spend the bulk of their marketing dollars on finding new customers and fail to unlock the value of existing customers. In this age when companies confuse followers or fans with true brand asdvocates, it is refreshing to read about a process that makes customers the focus. Not only do "Customers Rock" but so does this book.
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1 of 1 people found the following review helpful By Michael Brito on July 24, 2011
Format: Hardcover
Becky delivers awesome advice and keen insight as to why customers should be the focal point of any organization. She gives real life examples and case studies and even draws on many of her own experiences. Chapter 9 is my favorite. Becky writes about creating a culture of customer service; and the key point is that organizations should trust each other (the employees) and essentially be able to solve their own problems and challenges if they want to successfully solve customer problems.

Outstanding book for everyone in the organization from the CEO on down to the customer support agent.
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By Esteban Kolsky on August 20, 2011
Format: Hardcover
Becky has done an excellent job of compiling her experience into morsels of wisdom about how to work with your customers to improve your business.

Throughout her career, she has done a tremendous job of helping her customers achieve new levels of customer-centricity, and now she is telling you how. You better listen, she has more experience doing this that most other people I know. When I found out she was writing a book, I was expecting it to be a compilation of tips and lessons learned, but she surpassed my expectations.

Her book is easy to read, and it is not intended to be a "self-help" manual on how to succeed at business without even try - rather it is very well structured to help organizations in their journey to become better at Customer Service. She doesn't just focus on the soundbites or insights to promote a point, she explains it very well, uses plenty of case studies (with commentary as to what and why it worked), and even tells you about those instances where it did not work as intended.

To accomplish all this, she has done ample research and extensive interviews with many, many practitioners, thought leaders, and analysts. She has compiled all this information, processed it into easy to understand insights, and then explained in detail why it would or would not work well. I had a short interview with her, and I am thoroughly impressed as to how well she extended that interview by adding more data, more insights, and more case studies that I could've ever have done.

I read plenty of books on Customer Service - more than I can recall, but none before this struck me as reference volumes, more like a few interesting lines here and there. This book is very complete, and can help you deploy a customer-centric strategy that will help you improve your relationships with your customers.

Becky wrote the book I wanted to write about Customer Service - but better. Well done.
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By Dave Cooke on December 15, 2011
Format: Hardcover
Too many organizations obsess over the attraction and conversion of new customers to the point where they almost ignore their existing relationships. While many businesses attempt to use the terms customer service and customer experience to define their strategies and process for retaining existing client relationships, few organizations really invest the resources appropriately to execute effectively.

The Hidden Power of Your Customers focuses on the core values, processes, and resources available to businesses to truly engage in a powerful and productive customer experience and enhance existing customer retention and growth. Becky Carroll speaks a clear and decisive language for any organization committed to understanding, developing, and implementing an exceptional relationship with their customers. Further, Carroll enlightens the readers on the positive and potentially damaging influences of social media in growing revenues and retaining clients.

In the book Carroll reminds us that we need to utilize the customer experience and social media tools as powerful resources to leverage growth in our organizations. And, despite the misconception that both of of these programs seem costly to implement, nothing is more costly than the voice of an disappointing customer experience on a social media channel.

Your existing customers are one of your most important resources. Read this book and learn how to leverage this power in a productive, efficient, and growth generating way.
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More About the Author

Becky Carroll is president and founder of Petra Consulting Group. The San Diego based management consultancy is focused on growing businesses through customer engagement, social media, and the customer experience. Her clients include Fortune 500 companies such as Verizon, HP, and Electronic Arts/EA as well as medium-sized corporations, executives, and non profits. Becky founded the company on the firm belief that the best way to achieve organic growth is to successfully build on a rock-solid customer base. Her focus has consistently been on customer loyalty and retention. Becky knows what it can mean for organizations to impact their bottom line through customer relationships.

Becky is a highly-regarded international speaker and provides speeches ranging from keynotes to workshops to webcasts. She teaches at UC San Diego Extension on Marketing via Social Media. In addition, she is a social media contributor for the NBC San Diego Morning Show on KNSD TV. Becky authors the Customers Rock! blog, listed as #2 in the Top 20 customer service blogs.

Prior to founding Petra Consulting Group, Becky was a senior consultant with industry-leading Peppers and Rogers Group. Previously, she worked at Hewlett Packard for 13 years including positions as Director of Marketing for the UK and Ireland and as Worldwide Customer Loyalty Marketing Manager for HP Services in the US.

Becky's book, The Hidden Power of Your Customers, will change the way you think about your customers. Find out how to grow your business using your existing customer base. Learn the principles that make Customers Rock! companies successful by using four key essentials to unlock the hidden power of your customers.

A NOTE FROM BECKY: WHY CUSTOMERS ROCK!
There are undercurrents of a fundamental attitude change in some companies where customers are now being seen as valuable company assets, not as resource drains. This is an attitude I call "Customers Rock!".

Every day I walk through the customer experience with services and products, both as a businesswoman and as a consumer. These interactions spark thoughts and ideas about how customer relationships can be improved. It's exciting to share these thoughts and ideas so more companies can learn how to develop a "Customers Rock!" attitude.

Contact me at becky@petraconsultinggroup.com to talk with me about social media, to learn how your organization can become a Customers Rock! company, to book a speaking engagement, or to just say hello!

SPEAKING
Becky is an accomplished international speaker and is comfortable in a variety of global regions and cultures. Becky's speaking strengths show themselves best in the context of social media, marketing, and customer loyalty. Her upbeat and effervescent delivery is backed by solid experience and a passion for the proven customer-centric concepts and processes she knows.

Becky is adept in a broad range of presentation formats, including keynotes, panel discussions, moderating, workshops, live broadcasts, and webinars. She has been a consistent and welcome presence at social media conferences, customer service events, vendor road-shows, marketing associations, and corporate meetings, most of which cut across a broad range of corporate profiles.

SPECIALITIES
Social media, strategy, marketing, customer retention and customer loyalty, customer experience, service and support strategy in high technology, information technology, entertainment industry, gaming industry, automotive

CONTACT INFORMATION
Website: http://www.customersrock.net
Email: becky@petraconsultinggroup.com