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Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force (Paperback)
by Ben McConnell , Jackie Huba
| Category:
Sales, Customer service, Customer loyalty, Customer experience |
| Market price: ¥ 178.00
MSL price:
¥ 138.00
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Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
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 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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Author: Ben McConnell , Jackie Huba
Publisher: Kaplan Business; Revised edition
Pub. in: January, 2007
ISBN: 1419597213
Pages: 240
Measurements: 8.2 x 5.4 x 0.6 inches
Origin of product: USA
Order code: BA01475
Other information: 978-1419597213
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- MSL Picks -
Is this a book about marketing? Or about customer relations? Or about sales? Or about organizational growth? And now the correct answer: all of the above. What McConnell and Huba have accomplished in this single volume is truly impressive, at times stunning. They have consulted a variety of sources whom they gratefully acknowledge, such as Guy Kawasaki (who wrote the Foreword) as well as Emanuel Rosen, Richard Dawkins, Seth Godin, Joseph Pine and James Gilmore, Richard Cross and Janet Smith, and Philip Kotler. However, McConnell and Huba are to be commended for formulating and then presenting their own cohesive, comprehensive, and cost-effective strategies by which to create "customer evangelists" who (in effect) become "a volunteer sales force."
Just within the book's first five (of 16) chapters, McConnell and Huba answer questions such as these:
1. What are the attributes of customer evangelists?
2. What are the six tenets of customer evangelism?
3. Why are customer evangelists the ultimate salespeople"?
4. How to begin the process of creating customer evangelists?
5. What is "Customer Plus-Delta" and what are its "ten golden rules"?
6. What must any organization do to achieve its own Customer Plus-Delta?
7. What are the five key lessons to be learned from Napster?
8. What are the five myths and realities about buzz?
9. Why is a meme so important?
10. Which helpful hints will help any organization to create its own meme?
Chapters 9-15 focus on HOW seven companies create "customer evangelists" who (in effect) become "a volunteer sales force." McConnell and Huba devote a separate chapter to Krispy Kreme Doughnuts, SolutionPeople, O'Reilly & Associates, the Dallas Mavericks, Build-A-Bear Workshop, Southwest Airlines, and IBM. The last chapter all by itself is well worth far more than the cost of this book. In it, "The Customer Evangelism Workshop," McConnell and Huba review all of their key points and then suggest HOW literally any organization can (after appropriate modification, of course) use the six tenets of customer evangelism as a framework for its own initiatives. The three appendices which follow are worthy of note: Appendix A examines uses and abuses of e-mail communications, Appendix B offers "8 Tips on Creating an Ideavirus for Your Business," and Appendix C suggests how to measure customer evangelism.
I think this book will be of substantial benefit to decision-makers in literally all organizations (especially those with limited resources) who agree with McConnell and Huba that anyone within or associated with a given organization can - and should - help to "translate [its] value proposition into words the prospects can understand" as volunteers in its sales force.
Those who share my high regard for this book are urged to check out the sources listed in a brief but adequate References section. To those excellent sources I now presume to add Theodore Levitt's The Marketing Imagination; Bernd Schmitt's Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands; Michael Wolf's The Entertainment Economy: How Mega-Media Forces Are Transforming Our Lives; Jeffrey Shuman and Janice Twombly's Everyone Is a Customer: A Proven Method for Measuring the Value of Every Relationship in the Era of Collaborative Business; Stephen Denning's The Springboard: How Storytelling Ignites Action in Knowledge-Era Organizations; and David Maister's Practice What You Preach: What Managers Must Do to Create a High-Achievement Culture.
To decision-makers in larger organizations, I also highly recommend Curt Coffman and Gabriel Gonzalez-Molina's Follow This Path: How the World's Greatest Organizations Drive Growth by Unleashing Human Potential as well as Carla O'Dell's If Only We Knew What We know: The Transfer of Internal Knowledge and Best Practice.
(From quoting Robert Morris, USA)
Target readers:
Every marketer, business Owner, anyone who buy anything.
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Ben McConnell and Jackie Huba, authors of Citizen Markters and Creating Customer Evangelists, popularized the term “customer evangelism.” The Seth Godin-edited New York Times bestseller The Big Moo featured them among 33 of the world’s smartest business thinkers. They live and work in Chicago.
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From publisher
For the first time in paperback, a revised edition of the book that launched the term “customer evangelism.” Updated with new statistics and figures, this landmark book has shown countless companies how to harness the power of evangelism marketing and increase customer loyalty, sales, and profitability.
When customers are truly thrilled about their experience with a product or service, they become outspoken “evangelists” for a company. Savvy marketing professionals know that this group of satisfied believers can be leveraged as a potent marketing tool to increase their customer universe.
Authors Ben McConnell and Jackie Huba know how to take a company’s best customers and turn them into influential, loyal, and enthusiastic evangelists. Creating Customer Evangelists shows how to develop evangelism marketing strategies and programs that will create communities of influencers who can expand and drive sales for a company.
By deepening customer relationships, successful companies create customer communities that generate grassroots support and value for their products and services. Creating Customer Evangelists can convert good customers into exceptional ones who willingly spread the word.
Updated material for this edition includes
- New research about the effectiveness of word of mouth
- Updated case studies
- How blogs, podcasts and other social media affect the six tenets of evangelism
- Preface about the growth of customer evangelism, fueling a "word of mouth marketing" industry
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After we launched the Macintosh in 1984, hundreds of Macintosh user groups sprang up around the world. They were gatherings of passionate believers who helped each other become better Mac users. They sustained Macintosh when Apple couldn’t-or wouldn’t.
Don’t get me wrong: We didn’t know what we were doing. This stuff was just happening, and we did our best to keep "it" happening, where "it" = "Create unbelievably loyal customers and ignite a holy war between operating platforms."
After this experience, I wrote Selling the Dream to evangelize evangelism. But that was 1989, and it was a different marketing world. We didn’t have the Internet, 500 channels of cable TV, satellite radio, or cell phone spam.
Now the entire world is drenched and debauched in content and advertising, and we need evangelism even more. We sure don’t need more stinkin’ ads. We need more folks who spread the good news. This customer religion is built on great products and services. The next step is fueling the fire ofcustomer love, and this is what this book explains.
There are four reasons why the evangelistic customer approach is important:(Some readers will know that I usually deliver such pronouncements in a top ten format, but considering that this is a foreword and space is limited, I’ll keep it short.)
1. It’s cheap. You don’t need to pay evangelists. Most of the time, you just need to get out of their way.
2. It’s effective. Think about the last significant purchase that you made: What was the biggest influence? Probably the word-of-mouth reputation of the product, not a Super Bowl commercial.
3. It’s fun. How much better can it get than working with people who love your product or service and want to help make the world a better place?
4. It will drive your competition crazy when they see hundreds or thousands of customers turn into raging thunderlizards for your products and services.
Those are some of the key lessons you’ll learn from Creating Customer Evangelists. I wish I had written this book, but I’m glad that I didn’t have to, because writing a good foreword is a lot easier than writing a great book. |
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| View all 8 comments |
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). |
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. |
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. |
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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View all 8 comments |
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