Summary of Evergreen
Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving
Copyright © 2015 AMACOM, a division of American Management Association
Instead of focusing on acquiring new customers, firms should prioritize serving the clients they already have.
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; and
- How to woo back former customers.
Comment on this summary
12 months agoGreat 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
12 months agoA lot of really excellent points summarised in a clear concise manner. Great work!
1 year agoReal good. Short and effective
1 year agoGlad you enjoyed it!
Contained in Knowledge Pack:
Knowledge PackCustomer Relationship ManagementHow do you build your business around your customers? First, manage the relationship.
Knowledge PackCustomer RetentionBuild the best business asset of all: loyal, happy customers and keep them coming back.
Customers who read this summary also read
Ben Reason et al.
Clayton M. Christensen et al.
Durban Professionals Press, 2016