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Customer Review

on March 8, 2015
I'm the VP Marketing for a tech company, and I think this book is a must read for any exec (tech or non-tech). Here's why.

Whenever someone first buys from a company, they are a new customer. But no business can be sustained on new customers alone. All businesses rely on REPEAT CUSTOMERS. (Duh.) The key to getting more repeat customers is to STOP treating them like customers and START treating them like MEMBERS.

This is the book that can help you (and your entire business) make the transition from being customer-centric to being member-centric. Read this book and learn:

- What the difference is between a membership and a monthly subscription (hint: they're not the same, because "Membership is an attitude, an emotion.")
- How to (re)organize to be member-centric -- "The Membership Economy is more than a marketing strategy. It's about the whole organization being built around the ongoing customer relationship."
- Why ongoing tinkering with membership benefits is absolutely critical
- How to streamline your member acquisition funnel
- What a super user is, and why they're important for other members
- When "free" does and doesn't make sense
- Technology to help your organization to be more member-centric
- And much, much more.

This book is a quick read. It's well written and full of tons of practical advice and real-life case studies. Whether you are VP Marketing in a large company, a sole proprietor of a local business, or the head of a non-profit or association, this book is a must read. This book (and author) is pure marketing genius and is likely to spawn a whole new generation of marketing.
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