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Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force Hardcover – November 12, 2002
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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
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Top customer reviews
- 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!
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.
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.
Dr. Karen Mishra
Author, "Trust is Everything: Become the leader others will follow"
The book may be nearly 10 years old at this point, but many, if not all, of the examples hold up extremely well.
The best part of the book is that the examples are all practical, and from the real world, so you can dive into them even further once you complete the book.