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Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force (平装)
by Ben McConnell , Jackie Huba
| Category:
Sales, Customer service, Customer loyalty, Customer experience |
| Market price: ¥ 178.00
MSL price:
¥ 138.00
[ Shop incentives ]
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
This book is excellent - not only as a must read for businesses but for anyone who buys anything. |
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AllReviews |
1 Total 1 pages 8 items |
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From publisher weekly(MSL quote), USA
<2008-08-14 00:00>
This enjoyable but hardly essential book offers case studies of eight companies whose customer communities-that is, the base of customers who believe in a particular product or service-are robust and successful: Southwest Airlines, Krispy Kreme, Build-A-Bear Workshops, the Dallas Mavericks basketball team, Pallotta TeamWorks, O'Reilly & Associates, SolutionPeople and IBM. The authors, cofounders of the marketing consulting firm Wabash & Lake, claim that "customer evangelists" are free; they offer a six-step plan for building customer evangelism, but the specific programs they recommend are expensive. They decry "nuisance" advertising, yet praise MSN's infamous Hotmail spam tag line attached to every e-mail Hotmail users send and IBM's graffiti campaign that resulted in criminal fines. They argue against focusing on shareholder value and cost controls, but criticize companies that imploded for ignoring those two things. Although the idea of deepening customer relationships is certainly valid and should be embraced by marketers, there are better and far more balanced accounts of this process available (the first four chapters of Philip Kotler's Marketing Management, the standard MBA text, for example). |
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Azriela Jaffe(MSL quote), USA
<2008-08-14 00:00>
The book is packed with working examples of how to [create customer evangelists]...so buy it, learn from it. |
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Jeffrey J. Fox(MSL quote), USA
<2008-08-14 00:00>
Word-of-mouth advertising and selling is the most powerful form of marketing, the least expensive, and the hardest to achieve. This book is packed with ways to get your customers to spread the good word, and to do so with evangelistic fervor. |
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Al Ries(MSL quote), USA
<2008-08-14 00:00>
The most attractive alternative to advertising is the mouth of the customer. How to harness your customers and turn them into mouthpieces for your brand is the subject of McConnell and Huba's thoughtful, insightful book, which is filled with convincing case histories.
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Emanuel Rosen(MSL quote), USA
<2008-08-14 00:00>
How do you create customer evangelists? To answer this question, McConnell and Huba went right to the source-the amazing companies that have been successful in this difficult task. The result is an inspiring and thorough book packed with real-life examples, action items, and insight. |
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Dan Pink(MSL quote), USA
<2008-08-14 00:00>
By the time I'd turned the final page, I'd become an evangelist. Customer evangelism is the future! |
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New York Times(MSL quote), USA
<2008-08-14 00:00>
[Creating Customer Evangelists] is the new mantra for entrepreneurial success. |
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From a guest reviewer(MSL quote), USA
<2008-08-14 00:00>
Anyone considering purchasing this book is likely to be a marketing or business professional, and has probably already read many other books that turned out to be marketing 101, re-hashed. Well, if you are looking for some true inspiration and useful tactics for your own business or industry, you've found the right book. In Creating Customer Evangelists, Jackie and Ben present their theory, six tenets and case studies in just the way that will get you pumped to be your own company's evangelist.
For example, I loved being reminded of the oft-ignored opportunity of having suggestions and ideas filter through the company from the top down (as in the book's case studies of Mark Cuban, Dallas Mavericks, Maxine Clark, Build-A-Bear Workshops, and Colleen Barrett, Southwest Airlines). With the head of the company showing an interest (often reading all the customer email or snail mail they receive) and assigning follow-through, the company's employees can more fully understand and participate in the company's directive. When that's the case, authentic change and continual upgrades in customer experience are sure to follow. In theory, "bottom up" filters should also work, but if someone on the sales floor of the chain athletic supply store in Bozeman, MT, has a customer idea to share with the company president, there's much more chance the suggestion will fall by the wayside as it fights its way upstream.
Fortune 500 companies might not realistically be able to put such a program into place, but they can certainly set up a system that works almost as well - like creating "customer evangelist" positions within their company and giving that person/team true and direct access to the ear of the CEO. For the many more of us who aren't operating within such huge corporate bodies, the possible rewards seem worth the effort when you look at the successes covered in Creating Customer Evangelists. Buy this book and see the possibilities for evangelizing your company in a whole new light. |
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1 Total 1 pages 8 items |
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