Creating Customer Evangelists

by Ben Mcconnell; Jackie Huba; Guy Kawasaki

• ISBN13: 9780793155613
• ISBN10: 0793155614
• Format: Hardcover
• Copyright: 2002-11-12
• Publisher: Kaplan Publishing

Summary

For the first time in paperback, a revised edition of the book that launched the term "customer evangelism" and inspired the creation of an industry. 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. For most businesses, customers are loyal to people, not brands. Creating a culture of not only loyalty but belief is the formula for creating authentic and powerful word of mouth.By researching companies with dedicated groups of outspoken, buss-spreading evangelists, authors Ben McConnell and Jackie Huba distill the formulas of the successful companies into the six tenets of customer evangelism.Creating Customer Evangelistsexplains why many traditional loyalty programs fail and how organic word-of-mouth programs often create communities of influencers who accelerate a company's success. Creating Customer Evangelistsis the bible for any business hoping to convert good customers into exceptional ones who willingly spread the word.

Table of Contents

Foreword	vii
Acknowledgments	ix
Customer Evangelism: A Manifesto	1	(10)
When Customers Believe	11	(10)
Customer Plus-Delta: Understanding the Love	21	(14)
Napsterize Your Knowledge: Give to Receive	35	(6)
Build the Buzz: Spreading the Word	41	(12)
Create Community: Bringing Customers Together	53	(10)
Bite-Size Chunks: From Sampling to Evangelism	63	(4)
Create a Cause: When Business Is Good	67	(12)
Hot Marketing Now: Krispy Kreme Doughnuts	79	(12)
The High-Flying Solutionman: SolutionPeople	91	(18)
The History Lessons of O'Reilly's Wars: O'Reilly & Associates	109	(14)
The New Mavericks of Marketing: The Dallas Mavericks	123	(16)
A Bear Market for Retailing: Build-A-Bear Workshop	139	(16)
A Cause, Not Just an Airline: Southwest Airlines	155	(14)
The Billion-Dollar Cause: IBM	169	(10)
Customer Evangelism Workshop	179	(6)
Appendixes	185	(12)
Endnotes	197	(9)
References	206	(2)
Index	208