Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving
Author: Noah Fleming
Pub Date: January 2015
Print Edition: $26.00
Print ISBN: 9780814434437
Page Count: 288
e-Book ISBN: 9780814434444
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Great companies are evergreen, thriving in any condition.
They stand firm in the face of shifting marketing trends. They don't obsess about e-blast timings or Facebook likes. They don't depend on discounts or gimmicky promotions for new customers. In fact, they don't exert much energy on getting new customers at all!
Large and small, sturdy businesses channel their efforts into creating memorable customer experiences and lasting relationships. Loyal customers drive their enduring success.
Evergreen helps you cultivate strong connections that impact customer retention, marketing effectiveness, word-of-mouth referrals, brand reputation, and profitability. Marketing expert Noah Fleming uncovers an unswerving formula for thriving in our competitive, connected world. In every case, an alignment of character (how others perceive you), community (how you bring people together), and content (your product or service) sets successful companies apart from those that struggle.
Strategies, exercises, and examples show you how to develop your own Three Cs, while discarding outdated ideas and time-wasters. Step by step, this practical system gives you answers you need:
* How to measure the true cost of your customer acquisition efforts
* Why adding more products rarely helps, but restructuring content does
* How to communicate your values at every customer interaction
* Why the "Real You" is far more important than the "Facebook You"
* How building "tribes" and "communities" is different, and how to merge the best tactics of both
* Why there's no such thing as an "average customer"
* How to create loyalty programs that go beyond punch cards and points
* When to fire your worst customers, with as little pain as possible
* Why small data can give you big insights into your customers
* And much more
Quality and pricing are no longer enough. Use the Evergreen framework to strengthen your company's character, community, and content --and turn emotional connections with your customers into sustainable growth and prosperity.
Noah Fleming is a strategic mar-keting expert and CEO of Fleming Consulting & Co. He has provided coaching and consulting services for thousands of business owners, executives, and individuals, and is an expert blogger for Fast Company and guest blogger for The Globe and Mail's "Report on Business."
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