book

Evergreen

by Noah Fleming, Alan Weiss

January 2015

Intermediate to advanced

288 pages

6h 41m

English

AMACOM

Read now

Unlock full access

Why I Wrote This BookWho This Book Is ForWhy You Should Read This Book
The Allure of New Business Can Be FatalWe’re All Addicted to Sex—and What That Means for Your BusinessThe Latest Boardroom Buzzword: Customer-CentricityThe True Value of a CustomerIntroducing the Evergreen Marketing Equilibrium
Introducing the Three CsOrchestrating the Three Cs, So They Play in Harmony

The Power of Telling a Good StoryBuilding the Character of Your OrganizationDistinguishing Between Character and CaricatureArticulating the “Real You”Creating Your Corporate Character
Why Should You Build a Community?The Difference Between a Tribe and a CommunityThe CrossFit CommunityBuilding Your Customer Community
What, Exactly, Is “Content”?Why Is Content So Important?Evaluating the New Customer ExperienceKnowing What Business You’re InKeeping Focused on Why You Do What You DoKnowing When More Content Is Better—and When It’s NotThe Evergreen DiagnosticGoing Beyond “the Transaction”
Why Customer Lifetime Value Is Broken—and How to Fix ItCreating Your Ideal Customer ArchetypesCommunicating with Your ArchetypesCapitalizing on the Natural Synergy of Thoughtful Marketing
Where Loyalty Lost Its WayDeveloping (or Refining) Your Loyalty ProgramDesigning Your Customer Loyalty Action Plan
Giving Yourself Permission to Fire Bad CustomersDetermining Which Customers You Should (and Shouldn’t) FireA Commonsense Approach to Customer ServiceScrutinizing Your Company’s Weak SpotsWhy Authenticity Is Important
Recognizing When Customers Leave Money on the TableChoosing Your Data Collection ToolsGetting Your Customers’ InformationTracking (and Changing) Your Customers’ Behavior
Identifying When the Customer Relationship Is OverFiguring Out Why Customers Leave in the First PlaceSolving Your Customer Attrition ProblemsEstablishing Constant ContactBuilding Effective Attrition Alarm SystemsImplementing Your Reactivation SystemManaging Your Expectations About Reactivation
Managing the Expectations GapCreating Customer Loyalty with the First TransactionOnboarding New CustomersCommunicating with the Customer After the Honeymoon Is OverPreparing for a (Hopefully Insanely) Successful Promotion

Overview

Loyal customers are the beating heart of every great business. So why do so many companies act like adrenalin junkies, chasing after new customers at the expense of creating deeper, more profitable relationships with the ones they already have?

Evergreen exposes the mad pursuit for what it is: a brief spike in metrics and an ongoing revenue drain, as one-time customers fail to return. A better solution is to shift resources from attracting new customers to engaging the base—the path to stable growth, season after season. The book’s entertaining stories and action steps reveal how anyone can:

Cultivate the 3Cs of evergreen companies: character, community, and content • Build loyalty programs that turn satisfied customers into enthusiastic advocates • Nurture profitable customers while pruning those who sap time and money • Inject authenticity into social media communications • Invert the expectations gap that can drive customers away

From Internet startups and mom-and-pop businesses to multinational giants, strong companies are rooted in customer retention. Evergreen helps anyone merge high-tech tools with the personal touch to forge lasting bonds and steady profits.