Evergreen: Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving

Evergreen: Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving

Evergreen: Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving

Evergreen: Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving

Synopsis

Loyal customers are the beating heart of every great business. So why do so many companies act like adrenalin junkies, chasing after new customers at the expense of creating deeper, more profitable relationships with the ones they already have? Evergreen exposes the mad pursuit for what it is: a brief spike in metrics and an ongoing revenue drain, as one-time customers fail to return. A better solution is to shift resources from attracting new customers to engaging the base-the path to stable growth, season after season. The book's entertaining stories and action steps reveal how anyone can: Cultivate the 3Cs of evergreen companies: character, community, and content - Build loyalty programs that turn satisfied customers into enthusiasticadvocates - Nurture profitable customers while pruning those who sap time and money - Inject authenticity into social media communications - Invert the expectations gap that can drive customers away From Internet startups and mom-and-pop businesses to multinational giants, strong companies are rooted in customer retention. Evergreen helps anyone merge high-tech tools with the personal touch to forge lasting bonds and steady profits. "

Excerpt

Los Angeles is a warm-weather creation, at a similar latitude as much of North Africa and Southeast Asia. But whenever I’ve flown in I’ve had the feeling it’s not as lush as my native northeastern United States. Yet, back home, we routinely endure winters with feet of snow and temperatures below zero. How can that disparity exist?

It exists because L.A. is not verdant. New England is, to a large extent, evergreen. the approaches to L.A. look brreen is the stuff of life, of photosynthesis, of new growth, of regeneration.

In this remarkable book, Noah Fleming (himself of cold climes warmed by evergreens in our neighbor to the north) explains how your customers and business can eternally provide life, growth, and regeneration. Deciduous trees can be quite attractive, so long as we arrange for those trillions of leaves to be carted away come fall. They add a nice touch, as do transient customers in any business.

But transient customers also must be “cleaned up.” They often require more investment than their revenue justifies, and they can disturb the landscape where the evergreens should bloom. the evergreen customer is a constant resource—of business, referrals, goodwill, good ideas, and market power.

Noah explains how customers have to be attracted, nurtured, and retained to create your own verdant, fertile, business landscape. Some require careful tending; others thrive with minimal intervention. Some . . .

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.