Evergreen :: cultivate the enduring customer loyalty that keeps your business thriving /
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 bri...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York :
AMACOM, American Management Association,
[2015]
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | 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. |
| Beschreibung: | 1 online resource |
| Bibliographie: | Includes bibliographical references (pages255-260) and index. |
| ISBN: | 9780814434444 0814434444 |
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| 245 | 1 | 0 | |a Evergreen : |b cultivate the enduring customer loyalty that keeps your business thriving / |c Noah Fleming. |
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| 505 | 0 | |a 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. | |
| 505 | 8 | |a 2 Surveying the Landscape: The Essential Components of an Evergreen Organization -- Introducing the Three Cs -- Orchestrating 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. | |
| 505 | 8 | |a The CrossFit Community -- Building Your Customer Community -- 5 Examining the Principle of Content: The Beauty of Having a Multitude of Branches -- What, 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. | |
| 505 | 8 | |a Why Customer Lifetime Value Is Broken-and How to Fix It -- Creating Your Ideal Customer Archetypes -- Communicating with Your Archetypes -- Capitalizing 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. | |
| 505 | 8 | |a Determining Which Customers You Should (and Shouldn't) Fire -- A Commonsense Approach to Customer Service -- Scrutinizing Your Company's Weak Spots -- Why 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. | |
| 520 | 8 | |a 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. | |
| 546 | |a English. | ||
| 650 | 0 | |a Customer relations. |0 http://id.loc.gov/authorities/subjects/sh85034963 | |
| 650 | 0 | |a Customer loyalty. |0 http://id.loc.gov/authorities/subjects/sh97009091 | |
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| contents | 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 Cs -- Orchestrating 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 Branches -- What, 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 Archetypes -- Capitalizing 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 Spots -- Why 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. |
| ctrlnum | (OCoLC)956674900 |
| dewey-full | 658.8/12 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/12 |
| dewey-search | 658.8/12 |
| dewey-sort | 3658.8 212 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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(pages255-260) and index.</subfield></datafield><datafield tag="588" ind1="0" ind2=" "><subfield code="a">Print version record.</subfield></datafield><datafield tag="505" ind1="0" ind2=" "><subfield code="a">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.</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">2 Surveying the Landscape: The Essential Components of an Evergreen Organization -- Introducing the Three Cs -- Orchestrating 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.</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">The CrossFit Community -- Building Your Customer Community -- 5 Examining the Principle of Content: The Beauty of Having a Multitude of Branches -- What, 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.</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Why Customer Lifetime Value Is Broken-and How to Fix It -- Creating Your Ideal Customer Archetypes -- Communicating with Your Archetypes -- Capitalizing 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.</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Determining Which Customers You Should (and Shouldn't) Fire -- A Commonsense Approach to Customer Service -- Scrutinizing Your Company's Weak Spots -- Why 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.</subfield></datafield><datafield tag="520" ind1="8" ind2=" "><subfield code="a">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. 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| id | ZDB-4-EBU-ocn956674900 |
| illustrated | Not Illustrated |
| indexdate | 2024-11-26T14:49:24Z |
| institution | BVB |
| isbn | 9780814434444 0814434444 |
| language | English |
| lccn | 2020690315 |
| oclc_num | 956674900 |
| open_access_boolean | |
| owner | MAIN DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource |
| psigel | ZDB-4-EBU |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | AMACOM, American Management Association, |
| record_format | marc |
| spelling | Fleming, Noah, author. Evergreen : cultivate the enduring customer loyalty that keeps your business thriving / Noah Fleming. New York : AMACOM, American Management Association, [2015] 1 online resource text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references (pages255-260) and index. Print version record. 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 Cs -- Orchestrating 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 Branches -- What, 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 Archetypes -- Capitalizing 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 Spots -- Why 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. 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. English. Customer relations. http://id.loc.gov/authorities/subjects/sh85034963 Customer loyalty. http://id.loc.gov/authorities/subjects/sh97009091 Consommateurs Fidélité. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Customer loyalty fast Customer relations fast Print version: Evergreen. New York : American Management Association, [2015] 9780814434437 (DLC) 2014016981 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=795576 Volltext |
| spellingShingle | Fleming, Noah Evergreen : cultivate the enduring customer loyalty that keeps your business thriving / 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 Cs -- Orchestrating 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 Branches -- What, 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 Archetypes -- Capitalizing 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 Spots -- Why 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. Customer relations. http://id.loc.gov/authorities/subjects/sh85034963 Customer loyalty. http://id.loc.gov/authorities/subjects/sh97009091 Consommateurs Fidélité. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Customer loyalty fast Customer relations fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85034963 http://id.loc.gov/authorities/subjects/sh97009091 |
| title | Evergreen : cultivate the enduring customer loyalty that keeps your business thriving / |
| title_auth | Evergreen : cultivate the enduring customer loyalty that keeps your business thriving / |
| title_exact_search | Evergreen : cultivate the enduring customer loyalty that keeps your business thriving / |
| title_full | Evergreen : cultivate the enduring customer loyalty that keeps your business thriving / Noah Fleming. |
| title_fullStr | Evergreen : cultivate the enduring customer loyalty that keeps your business thriving / Noah Fleming. |
| title_full_unstemmed | Evergreen : cultivate the enduring customer loyalty that keeps your business thriving / Noah Fleming. |
| title_short | Evergreen : |
| title_sort | evergreen cultivate the enduring customer loyalty that keeps your business thriving |
| title_sub | cultivate the enduring customer loyalty that keeps your business thriving / |
| topic | Customer relations. http://id.loc.gov/authorities/subjects/sh85034963 Customer loyalty. http://id.loc.gov/authorities/subjects/sh97009091 Consommateurs Fidélité. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Customer loyalty fast Customer relations fast |
| topic_facet | Customer relations. Customer loyalty. Consommateurs Fidélité. BUSINESS & ECONOMICS Industrial Management. BUSINESS & ECONOMICS Management. BUSINESS & ECONOMICS Management Science. BUSINESS & ECONOMICS Organizational Behavior. Customer loyalty Customer relations |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=795576 |
| work_keys_str_mv | AT flemingnoah evergreencultivatetheenduringcustomerloyaltythatkeepsyourbusinessthriving |