Summary of Evergreen
Copyright © 2015 AMACOM, a division of American Management Association
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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.
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.
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Comment on this summary
2 years 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
2 years agoA lot of really excellent points summarised in a clear concise manner. Great work!
2 years agoReal good. Short and effective
2 years agoGlad you enjoyed it!
By the same author
Career Press, 2016
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.
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