Evergreen cultivate the enduring customer loyalty that keeps your business thriving
All businesses love to attract a new audience for their products and services. But peer beneath the surface, and the picture is far less rosy: most new customers fail to return, and chasing after them becomes a significant revenue drain. Evergreen argues the need to cultivate deeper and more profita...
| Otros Autores: | , |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
New York, New York :
American Management Association
2015.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629747406719 |
Tabla de Contenidos:
- Cover; Title; Copyright; Contents; Foreword; Acknowledgments; Introduction: Seeing the Forest for the Trees; Why I Wrote This Book; Who This Book Is For; Why You Should Read This Book; PART ONE: Establishing Roots; 1 Debunking the Myth: New Customers Will Not Save Your Business; The Allure of New Business Can Be Fatal; We're All Addicted to Sex-and What That Means for Your Business; The Latest Boardroom Buzzword: Customer-Centricity; The True Value of a Customer; Introducing the Evergreen Marketing Equilibrium; 2 Surveying the Landscape: The Essential Components of an Evergreen Organization
- Introducing the Three CsOrchestrating the Three Cs, So They Play in Harmony; 3 Examining the Principle of Character: The Botany of Your Company; The Power of Telling a Good Story; Building the Character of Your Organization; Distinguishing Between Character and Caricature; Articulating the ""Real You""; Creating Your Corporate Character; 4 Examining the Principle of Community: Creating a Forest from a Single Seed; Why Should You Build a Community?; The Difference Between a Tribe and a Community; The CrossFit Community; Building Your Customer Community
- 5 Examining the Principle of Content: The Beauty of Having a Multitude of BranchesWhat, Exactly, Is ""Content""?; Why Is Content So Important?; Evaluating the New Customer Experience; Knowing What Business You're In; Keeping Focused on Why You Do What You Do; Knowing When More Content Is Better-and When It's Not; The Evergreen Diagnostic; Going Beyond ""the Transaction""; PART TWO: Fostering Growth; 6 Becoming Intimately Familiar with Your Customers: Getting Your Hands in the Soil; Why Customer Lifetime Value Is Broken-and How to Fix It; Creating Your Ideal Customer Archetypes
- Communicating with Your ArchetypesCapitalizing on the Natural Synergy of Thoughtful Marketing; 7 Getting Loyalty Programs Right: Building a Tree House and Letting Your Customers Climb to Reach It; Where Loyalty Lost Its Way; Developing (or Refining) Your Loyalty Program; Designing Your Customer Loyalty Action Plan; 8 Articulating a New Approach to Customer Service: Tending to Your Garden (and Pulling Those Weeds!); Giving Yourself Permission to Fire Bad Customers; Determining Which Customers You Should (and Shouldn't) Fire; A Commonsense Approach to Customer Service
- Scrutinizing Your Company's Weak SpotsWhy Authenticity Is Important; 9 Gathering Customer Intelligence: Examining the Botany of Individual Leaves; Recognizing When Customers Leave Money on the Table; Choosing Your Data Collection Tools; Getting Your Customers' Information; Tracking (and Changing) Your Customers' Behavior; 10 Bringing Back Lost Customers: Bringing Wilted Leaves Back to Life; Identifying When the Customer Relationship Is Over; Figuring Out Why Customers Leave in the First Place; Solving Your Customer Attrition Problems; Establishing Constant Contact
- Building Effective Attrition Alarm Systems
