Creating Customer Evangelists; How Loyal Customers Become a Volunteer Sales Force

by Ben Mcconnell; Jackie Huba; Guy Kawasaki

• ISBN13: 9781419597213
• ISBN10: 1419597213
• Edition: Revised
• Format: Paperback
• Copyright: 2007-01-02
• Publisher: Kaplan Publishing

Summary

When customers are truly thrilled about their experience with your product or service, they become outspoken "evangelists" for your company. Savvy marketing professionals are discovering that this group of satisfied believers can be converted into a potent marketing tool to grow their customer universe. Authors Ben McConnell and Jackie Huba know how to take your company's best customers and build them into influential, loyal, and enthusiastic evangelists. In Creating Customer Evangelists, you will learn how to develop evangelism marketing strategies and programs that will create communities of influencers who can drive sales for your company.

Table of Contents

Foreword by Guy Kawasaki

Acknowledgments

Customer Evangelism: A Manifesto

When Customers Believe

Customer Plus-Delta: Understanding the Love

Napsterize Your Knowledge: Give to Receive

Build the Buzz: Spreading the Word

Create Community: Bringing Customers Together

Bite-Size Chunks: From Sampling to Evangelism

Create a Cause: When Business is Good

Hot Marketing Now: Krispy Kreme Doughnuts

The High-Flying Solutionman: SolutionPeople

The History Lessons of O'Reilly's Wars: O'Reilly & Associates

The New Mavericks of Marketing: The Dallas Mavericks

A Bear Market for Retailing: Build-A-Bear Workshop

A Cause, Not Just an Airline: Southwest Airlines

The Billion-Dollar Cause: IBM

Customer Evangelism Workshop

Appendixes

Endnotes

References

Index

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