book

Evergreen

by Noah Fleming, Alan Weiss

January 2015

Intermediate to advanced

288 pages

6h 41m

English

AMACOM

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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

Content preview from Evergreen

CHAPTER 3 Examining the Principle of Character

The Botany of Your Company

Approximately 17 million people visit Amazon.com’s website every day.¹ On May 10, 2012, visitors experienced something unexpected. Unlike most other days, when the Amazon home page contains shopping recommendations based on a customer’s browsing and purchasing habits or the latest bestselling books, on this day it displayed a handwritten letter on a parchment scroll. It almost looked as if the home page had been taken over by a group of cyberhackers. But it hadn’t been hacked. Amazon’s CEO, Jeff Bezos, had written it.

“Dear Muggles!” the letter began. Bezos was announcing to Kindle owners, Amazon shoppers, and Harry Potter fans everywhere that the Harry Potter series of ...