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

By: Fleming, Noah
Material type: BookPublisher: New York : American Management Association, c2015.Description: xiv, 272 p. : ill. ; 24 cm.ISBN: 9780814434437; 0814434436Subject(s): Customer relations | Customer loyaltyDDC classification: 658.8/12
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 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. - Publishers Weekly"Fleming presents a thought-provoking look at cultivating and promoting good customer relations and customer loyalty to a business.' - Library Journal"Fleming's framework allows us to ask: are we merely `adrenaline junkies' chasing the high of the next customer acquisition, or are we cultivating a sustainable business?' - Forbes"... full of really valuable information on rethinking how you approach customer service... kind of book you can open up to any page and learn something new.' - MindTools"guides entrepreneurs in improving their marketing and building an unbreakable type of customer loyalty.' - Leaders in the Trenches"From Internet startups and mom-and-pop businesses to multinational giants, strong companies... Evergreen helps anyone merge high-tech tools with the personal touch to forge lasting bonds and steady profits' - Retailer Observer"No-nonsense and rich with examples of his ideas in action, this is a survival guide for those lost in the big-data jungle.' - Retailing Insight "
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Includes bibliographical references (p.255-260) and index.

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. - Publishers Weekly"Fleming presents a thought-provoking look at cultivating and promoting good customer relations and customer loyalty to a business.' - Library Journal"Fleming's framework allows us to ask: are we merely `adrenaline junkies' chasing the high of the next customer acquisition, or are we cultivating a sustainable business?' - Forbes"... full of really valuable information on rethinking how you approach customer service... kind of book you can open up to any page and learn something new.' - MindTools"guides entrepreneurs in improving their marketing and building an unbreakable type of customer loyalty.' - Leaders in the Trenches"From Internet startups and mom-and-pop businesses to multinational giants, strong companies... Evergreen helps anyone merge high-tech tools with the personal touch to forge lasting bonds and steady profits' - Retailer Observer"No-nonsense and rich with examples of his ideas in action, this is a survival guide for those lost in the big-data jungle.' - Retailing Insight "

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