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Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, by Ben McConnell, Jackie Huba
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For the first time in paperback, a revised edition of the book that launched the term “customer evangelism.” Updated with new statistics and figures, this landmark book has shown countless companies how to harness the power of evangelism marketing and increase customer loyalty, sales, and profitability.
When customers are truly thrilled about their experience with a product or service, they become outspoken “evangelists” for a company. Savvy marketing professionals know that this group of satisfied believers can be leveraged as a potent marketing tool to increase their customer universe.
Authors Ben McConnell and Jackie Huba know how to take a company’s best customers and turn them into influential, loyal, and enthusiastic evangelists. Creating Customer Evangelists shows how to develop evangelism marketing strategies and programs that will create communities of influencers who can expand and drive sales for a company.
By deepening customer relationships, successful companies create customer communities that generate grassroots support and value for their products and services. Creating Customer Evangelists can convert good customers into exceptional ones who willingly spread the word. Updated material for this edition includes* New research about the effectiveness of word of mouth
* Updated case studies
* How blogs, podcasts and other social media affect the six tenets of evangelism
* Preface about the growth of customer evangelism, fueling a "word of mouth marketing" industry
- Sales Rank: #2243488 in Books
- Brand: Brand: Kaplan Business
- Published on: 2007-01-02
- Released on: 2007-01-02
- Original language: English
- Number of items: 1
- Dimensions: 8.44" h x .49" w x 5.50" l, .60 pounds
- Binding: Paperback
- 240 pages
- Used Book in Good Condition
From Publishers Weekly
This enjoyable but hardly essential book offers case studies of eight companies whose customer communities-that is, the base of customers who believe in a particular product or service-are robust and successful: Southwest Airlines, Krispy Kreme, Build-A-Bear Workshops, the Dallas Mavericks basketball team, Pallotta TeamWorks, O'Reilly & Associates, SolutionPeople and IBM. The authors, cofounders of the marketing consulting firm Wabash & Lake, claim that "customer evangelists" are free; they offer a six-step plan for building customer evangelism, but the specific programs they recommend are expensive. They decry "nuisance" advertising, yet praise MSN's infamous Hotmail spam tag line attached to every e-mail Hotmail users send and IBM's graffiti campaign that resulted in criminal fines. They argue against focusing on shareholder value and cost controls, but criticize companies that imploded for ignoring those two things. Although the idea of deepening customer relationships is certainly valid and should be embraced by marketers, there are better and far more balanced accounts of this process available (the first four chapters of Philip Kotler's Marketing Management, the standard MBA text, for example).
Copyright 2002 Reed Business Information, Inc.
Review
"Word-of-mouth advertising and selling is the most powerful form of marketing, the least expensive, and the hardest to achieve. This book is packed with ways to get your customers to spread the good word, and to do so with evangelistic fervor."—Jeffrey J. Fox, author of How to Become a Rainmaker and How to Be CEO
"The most attractive alternative to advertising is the mouth of the customer. How to harness your customers and turn them into mouthpieces for your brand is the subject of McConnell and Huba's thoughtful, insightful book, which is filled with convincing case histories."—Al Ries
"How do you create customer evangelists? To answer this question, McConnell and Huba went right to the source—the amazing companies that have been successful in this difficult task. The result is an inspiring and thorough book packed with real-life examples, action items, and insight."—Emanuel Rosen, author of The Anatomy of Buzz
From the Inside Flap
"…the entire world is drenched and debauched in content and advertising, and we need evangelism even more…. The next step is fueling the fire of customer love, and this is what this book explains…. I wish I had written this book…."
—from foreword by Guy Kawasaki, CEO, Garage Technology Ventures
Turn Buyers into Believers!
When customers are truly thrilled about their experience with your product or service, they become outspoken "evangelists" for your company. Savvy marketing professionals are discovering that this group of satisfied believers can be converted into a potent marketing tool to grow their customer universe.
Authors Ben McConnell and Jackie Huba know how to take your company’s best customers and build them into influential, loyal, and enthusiastic evangelists. In Creating Customer Evangelists, you will learn how to develop evangelism marketing strategies and programs that will create communities of influencers who can drive sales for your company.
From their research into the best practices of some of the most forward-thinking companies, McConnell and Huba outline and explain the six basic tenets of creating customer evangelists:
· Customer plus-delta: Continuously gather customer feedback.
· Napsterize knowledge: Make it a point to share knowledge freely.
· Build the buzz: Expertly build word-of-mouth networks.
· Create community: Encourage communities of customers to meet and share.
· Make bite-size chunks: Devise specialized, smaller offerings to get customers to bite.
· Create a cause: Focus on making the world, or your industry, better.
McConnell and Huba profile eight highly successful companies to illustrate these tenets and prove how solid customer relationships build and sustain companies through good and rocky times. These in-depth company profiles provide real-life examples of evangelism marketing at work, including the opportunities and pitfalls of specific campaigns.
Creating Customer Evangelists explains how organizations as diverse as Southwest Airlines, Krispy Kreme Doughnuts, The Dallas Mavericks, IBM, and others successfully built their customer base and created targeted marketing programs to involve their biggest fans. These programs have produced legions of unofficial salespeople and a cost-effective and powerful marketing force.
By deepening customer relationships, successful organizations create communities that generate grassroots support and value for their products and services. Creating Customer Evangelists focuses on this ultimate marketing approach. McConnell and Huba demonstrate how you can convert good customers into exceptional ones who willingly spread the word.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Customer Evangelists provide the Best Marketing Bang for Your Buck!
By Thomas D. Fuller
BUY THIS BOOK TODAY. Read it. Put it in action, be consistent, and reap the rewards of innovative customer loyalty efforts. The book teaches many powerful concepts, such as:
- Focusing on solving customer needs
- Putting the customer's success at the heart of your business relationships
- Making them feel special, create "clubs" and "communities" for your customers to participate
- Creating "causes" for them to be emotionally attached to, deliver unequalled service and show genuine interest in what they do and how you can help them to do it better.
- Being loyal to customers, and they will be loyal to you. Remember, customers are loyal to people, NOT products.
- Creating genuine buzz about your company (and how to do it).
- Sharing knowledge openly with prospects and customers, instead of hoarding it.
A multitude of examples are given, showing step-by-step how to duplicate the concept in real-world practice.
This book is worth every penny for those willing to take the risk of breaking away from traditional, interruption marketing and enable their customers to become their evangelists.
Once we get them to that point, the best thing to do is to keep out of their way and let them do their work -- then watch your business grow. I have already seen the impact in our firm.
Best of success to you!
8 of 8 people found the following review helpful.
Customer Evangelism
By Stacey Wagoner
What an incredible book. After reading this book, you realize the impact you have on your friends and family and you will want to be an evangelist for more products and services. The case studies in this book also show that it's not about investing millions of dollars in a marketing campaign - but about using a little creativity and personality to give your customers a feeling of excitement in buying your product or service so they will WANT to spread the word about your offering.
This book is excellent - not only as a must read for businesses but for anyone who buys anything. Everyone is an evangelist for something, but this book really makes you realize the benefits of your evangelism - and it makes you want to be an evangelist for more products, services and people. From a business perspective, it shows you how other companies have provided an atmosphere for growing evangelists - do you know how you are growing customer evangelists in your organization? Read the book - and I guarantee you will get ideas on how to create these relationships with your customers.
0 of 0 people found the following review helpful.
Something all marketers need to know and implement.
By Igor M
I decided to read this book based on the title and surely the amount of good feedback it received on Amazon.
What the book talks about is how other companies make the shopping experience memorable for the customer. The author takes a particular company and clearly shows their customer focused marketing and relationship building.
Customer evangelism is something that a company should be working on and once you spot one, DO NOT ignore them. This could be your sales force! In many instances the book talked about creating a community (this we know) as it will help create evangelism.
Few companies mentioned and studied throughout the book were, (Southwest Airlines, Build-A-Bear Workshop, Krispy Kreme, The Dallas Mavericks, IBM, O'Reilly and Associates, and SolutionPeople)
In some instances I felt as if I was reading an ad for a particular company (which I hate to do). Nevertheless, I believe the information was valuable and there was a lot that I could learn from the stories told.
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