- Paperback: 240 pages
- Publisher: Kaplan Business; Original edition (January 2, 2007)
- Language: English
- ISBN-10: 1419597213
- ISBN-13: 978-1419597213
- Product Dimensions: 5.5 x 0.5 x 8.4 inches
- Shipping Weight: 9.6 ounces (View shipping rates and policies)
- Average Customer Review: 43 customer reviews
- Amazon Best Sellers Rank: #3,022,791 in Books (See Top 100 in Books)
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Other Sellers on Amazon
+ Free Shipping
Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force Paperback – January 2, 2007
|New from||Used from|
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
Frequently bought together
Customers who bought this item also bought
About the Author
Ben McConnell and Jackie Huba, authors of Citizen Markters and Creating Customer Evangelists, popularized the term “customer evangelism.” The Seth Godin-edited New York Times bestseller The Big Moo featured them among 33 of the world’s smartest business thinkers. They live and work in Chicago.
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
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.
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.
- 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!
Most recent customer reviews
The book may be nearly 10 years old at this point, but many, if not all, of the examples hold up...Read more