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Evergreen : cultivate the enduring customer loyalty that keeps your business thriving

Author: Noah Fleming
Publisher: New York : American Management Association, [2015]
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"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  Read more...
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Document Type: Book
All Authors / Contributors: Noah Fleming
ISBN: 9780814434437 0814434436
OCLC Number: 879469075
Description: xiv, 272 pages : illustrations ; 24 cm
Contents: Debunking the myth : new customers will not save your business --
Surveying the landscape : the essential components of an Evergreen organization --
Examining the principle of character : the botany of your company --
Examining the principle of community : creating a forest from a single seed --
Examining the principle of content : the beauty of having a multitude of branches --
Becoming intimately familiar with your customers : getting your hands in the soil --
Getting loyalty programs right : building a tree house and letting your customers climb to reach it --
Articulating a new approach to customer service : tending to your garden (and pulling those weeds!) --
Gathering customer intelligence : examining the botany of individual leaves --
Bringing back lost customers : bringing wilted leaves back to life --
Bringing in new customers : creating optimal growing conditions.
Responsibility: Noah Fleming.

Abstract:

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  Read more...

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-Evergreen is a funny, highly pragmatic and detailed playbook on customer retention, customer experience, and customer strategy.- --M&SB magazine

 
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