Summary of Evergreen

Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving

AMACOM, more...

Buy the book

Evergreen book summary
Instead of focusing on acquiring new customers, firms should prioritize serving the clients they already have.

Rating

8 Overall

8 Applicability

8 Innovation

8 Style

Recommendation

Most companies do everything backward in marketing and sales. They put 90% of their efforts into searching for new customers. Noah Fleming, the “Customer Retention Guy,” explains why you should focus instead on current clients – the folks who keep the lights on and the profits flowing. Fleming explains how to transition from “how-do-we-get-more-new-customers” to “how-do-we-better-care-for-our-existing-customers.” He offers practical tips on developing customer-loyalty programs and improving client-related service. getAbstract recommends this useful manual to the owners of small and midsize businesses, sales and service professionals, and marketing executives.

In this summary, you will learn

  • Why your company should focus more on keeping old customers than on acquiring new ones
  • How to use the “three C’s” of “character, community and content”
  • How to exploit customer archetypes
  • How to organize customer-loyalty programs
  • How to woo back former customers
 

Summary

The Corporate Forest
Over the long term, successful companies resemble evergreen trees. Their customers are like the needles the trees hold throughout the seasons. These firms enjoy engaged, enduring customer relationships. In contrast, some 40% of companies are similar to deciduous trees...
Get the key points from this book in less than 10 minutes. Learn more about our products or log in

About the Author

Noah Fleming blogs for Fast Company magazine and contributes to The Globe and Mail. He is a thought leader in strategic marketing and customer loyalty.


Comment on this summary

  • Avatar
  • Avatar
    Doris Davis 6 months ago
    Great takeaways. Evergreen marketing equilibrium, shift to 3C's paradigm, segmentation into key archetypes, loyalty ladder, service and reactivation. We take many things for granted in these relationships. Thank you for Reminders of these strong Continuous loop principles
  • Avatar
    Simon Guerin 6 months ago
    A lot of really excellent points summarised in a clear concise manner. Great work!
  • Avatar
    Neethi Mohan 10 months ago
    Real good. Short and effective
    • Avatar
      Noah Fleming 10 months ago
      Glad you enjoyed it!

More on this topic

Contained in Knowledge Pack:

  • Knowledge Pack
    Customer Retention
    Build the best business asset of all: loyal, happy customers and keep them coming back.

Customers who read this summary also read

More by category