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Creating Customer Evangelists: How Loyal Customers Become a Volunteer Salesforce Paperback – October 30, 2012
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I'll admit it: at first, I was a skeptic. But halfway through this savvy and compelling book, I became a convert. And by the time I d turned the last page, I d become an evangelist. Say it with me, brothers and sisters: customer evangelism is the future! --Dan Pink, author of Drive and A Whole New Mind
An inspiring and thorough book packed with real life examples, action items and insight. --Emanuel Rosen, author of The Anatomy of Buzz
About the Author
Named as one of the 10 most influential online marketers, Jackie co-authors the award-winning Church of the Customer blog. With more than 100,000 daily readers, it's ranked as one of the most popular business blogs in the world. Her work has frequently been featured in the media, such as the Wall Street Journal, the New York Times, BusinessWeek, and Advertising Age. She was a founding Board Member of the Word of Mouth Marketing Association.
She is an 11-year veteran of IBM, a graduate of Penn State University, a Pittsburgh Steelers fanatic and resides in Austin, Texas.
Ben McConnell is a Managing Director at PwC and the coauthor of two books on customer loyalty: Citizen Marketers: When People are the Message, which documents the emerging world of social media and how brands should begin to embrace a participatory culture. Ben's first book, Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force explains how companies convert customers into evangelists who spread the word about products, benefits or value propositions. Creating Customer Evangelists has been translated into six languages and has become a strategic focus for companies around the world.
- Publisher : Lewis Lane Press; Revised edition (October 30, 2012)
- Language : English
- Paperback : 230 pages
- ISBN-10 : 0988195402
- ISBN-13 : 978-0988195400
- Item Weight : 10.1 ounces
- Dimensions : 5.5 x 0.51 x 8.5 inches
- Best Sellers Rank: #1,372,894 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
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- Focusing on solving customer needs
- Putting the customer's success at the heart of your business relationships
- Making them feel special, create "clubs" and "communities" for your customers to participate
- Creating "causes" for them to be emotionally attached to, deliver unequalled service and show genuine interest in what they do and how you can help them to do it better.
- Being loyal to customers, and they will be loyal to you. Remember, customers are loyal to people, NOT products.
- Creating genuine buzz about your company (and how to do it).
- Sharing knowledge openly with prospects and customers, instead of hoarding it.
A multitude of examples are given, showing step-by-step how to duplicate the concept in real-world practice.
This book is worth every penny for those willing to take the risk of breaking away from traditional, interruption marketing and enable their customers to become their evangelists.
Once we get them to that point, the best thing to do is to keep out of their way and let them do their work -- then watch your business grow. I have already seen the impact in our firm.
Best of success to you!
If you want your customer to become your best sales people, don't pass this book by. Invest in it and into Ben Mc Connell's Citizen Marketers: when the people are the message, as well as in Andy Sernovitz's Word of mouth marketing.
If you're making an e-commerce website, you would simply be a fool not to study the subjects covered by this book. It can also actually be applied to any modern form of communicaton including blogs. The only (small) critic which may be presented is that the author's approach is top-down when good word of mouth is, most of the times, user-generated (see MySpace and YouTube)
The author however did a really good job. Worth not only your money but devoting some of our precious life time to learn from it.
This book is excellent - not only as a must read for businesses but for anyone who buys anything. Everyone is an evangelist for something, but this book really makes you realize the benefits of your evangelism - and it makes you want to be an evangelist for more products, services and people. From a business perspective, it shows you how other companies have provided an atmosphere for growing evangelists - do you know how you are growing customer evangelists in your organization? Read the book - and I guarantee you will get ideas on how to create these relationships with your customers.
Also huge trigger warning for 9/11 - they talk about it way too much.
1. Not relevant to small companies. I am not sure how much can be learned from Southwest Airlines, Apple Computers, Harley Davidson. Some small companies were included, but the examples cited were mainly from major corporations.
2. Poorly organized. The chapter titles are not descriptive. The chapters themselves tend to ramble, and there are no sub-chapters. I ended up rewriting the table of contents myself, so I would better understand what I am reading. Here is what the TOC should have been:
PART I: INTRODUCTION
Ch. 1 - Introduction, Overview of the book
Ch. 2 - Value of Customer Evangelists
PART II: 6 STEPS TO CREATING C.E.
Ch. 3 - Customer Feedback
Ch. 4 - Provide Value Added Information
Ch. 5 - Promote Word of Mouth
Ch. 6 - Create Community (this is actually the title of this chapter)
Ch. 7 - Provide Low Risk Entry
Ch. 8 - Create a Cause (this is actually the title of this chapter)
PART III: CASE STUDIES
Ch. 9 - Creative Consultants
Ch. 10 - Book Publisher
3. Almost no guidance on implementation. Like so many books written by consultants and marketers, this is a book of "big ideas", not about how to actually do anything. To give just one example, the chapter on customer feedback (title: "Customer Delta-Plus") goes on and on about the importance of getting feedback. Not one word on how to record this feedback in a database, how to analyze the data collected, or how to integrate this data into operations.
4. The case studies were worthless, and they are half the book. The writing is so convoluted, I could not figure out what they were trying to get at. In the first one ("Solution People"), I still don't even know what the business was (what the heck is "Creativity Consulting"?). These chapters would have received a failing grade in any decent high school composition class. The editors at Kaplan Publishers should be ashamed of themselves.
You get the idea. I did come away from this book with a few good ideas, but it was work to get through all the fluff.
Top reviews from other countries
People think that social media marketing nowadays is everything, but, as research showed, only 7% of word of mouth happens online. If you want to cover the remaining 93% read this book and follow its steps.