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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 (and decipher once and for all what that actually really means!)
- 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.
- Sales Rank: #632962 in Books
- Published on: 2015-01-07
- Original language: English
- Number of items: 1
- Dimensions: 9.50" h x 6.25" w x 1.00" l, .0 pounds
- Binding: Hardcover
- 288 pages
Review
"Noah has woven together memorable examples, detailed common sense and an innate understanding of what makes a business thrive. Hunting for new customers wherever you can find them doesn't make a whole lot of sense." - Seth Godin, Author, All Marketers are Liars
"Evergreen is a masterclass in customer greatness. Noah shows how to create incredible returns by keeping your customers and clients indefinitely. We all know it's not 'business as usual' anymore, and after reading Evergreen, you'll be ready to thrive in the modern business environment." - Lewis Howes, The School of Greatness
"...Fleming presents a thought-provoking look at cultivating and promoting good customer relations and customer loyalty to a business. He also offers practical advice on the basics of promoting customer loyalty. Recommended to business practitioners, including entrepreneurs and managers of small, medium, and large enterprises, and to students of business." --Library Journal
"...the lessons are solid and thought-provoking and should prove a genuine eye-opener for many business owners and managers." --Publishers Weekly
“Fleming presents a thought-provoking look at cultivating and promoting good customer relations and customer loyalty to a business.” --Library Journal
“Fleming’s framework allows us to ask: are we merely ‘adrenaline junkies’ chasing the high of the next customer acquisition, or are we cultivating a sustainable business?” --Forbes
“… full of really valuable information on rethinking how you approach customer service… kind of book you can open up to any page and learn something new.” --MindTools
“guides entrepreneurs in improving their marketing and building an unbreakable type of customer loyalty.” --Leaders in the Trenches
“From Internet startups and mom-and-pop businesses to multinational giants, strong companies…Evergreen helps anyone merge high-tech tools with the personal touch to forge lasting bonds and steady profits” --Retailer Observer
“No-nonsense and rich with examples of his ideas in action, this is a survival guide for those lost in the big-data jungle.” --Retailing Insight
“Evergreen is a funny, highly pragmatic and detailed playbook on customer retention, customer experience, and customer strategy.” --M&SB magazine
From the Inside Flap
Great companies are evergreen, thriving in any condition.
They stand firm in the face of shifting marketing trends. They don't obsess about e-blast timings or Facebook likes. They don't depend on discounts or gimmicky promotions for new customers. In fact, they don't exert much energy on getting new customers at all!
Large and small, sturdy businesses channel their efforts into creating memorable customer experiences and lasting relationships. Loyal customers drive their enduring success.
Evergreen helps you cultivate strong connections that impact customer retention, marketing effectiveness, word-of-mouth referrals, brand reputation, and profitability. Marketing expert Noah Fleming uncovers an unswerving formula for thriving in our competitive, connected world. In every case, an alignment of character (how others perceive you), community (how you bring people together), and content (your product or service) sets successful companies apart from those that struggle.
Strategies, exercises, and examples show you how to develop your own Three Cs, while discarding outdated ideas and time-wasters. Step by step, this practical system gives you answers you need:
* How to measure the true cost of your customer acquisition efforts
* Why adding more products rarely helps, but restructuring content does
* How to communicate your values at every customer interaction
* Why the "Real You" is far more important than the "Facebook You"
* How building "tribes" and "communities" is different, and how to merge the best tactics of both
* Why there's no such thing as an "average customer"
* How to create loyalty programs that go beyond punch cards and points
* When to fire your worst customers, with as little pain as possible
* Why small data can give you big insights into your customers
* And much more
Quality and pricing are no longer enough. Use the Evergreen framework to strengthen your company's character, community, and content --and turn emotional connections with your customers into sustainable growth and prosperity.
Noah Fleming is a strategic mar-keting expert and CEO of Fleming Consulting & Co. He has provided coaching and consulting services for thousands of business owners, executives, and individuals, and is an expert blogger for Fast Company and guest blogger for The Globe and Mail's "Report on Business."
Connect with Noah Fleming:
@NoahFleming
Website: www.noahfleming.com
From the Back Cover
If you've found yourself losing old customers in an increasingly cutthroat marketplace...
If you struggle no matter how much you chase after new customers or how many you reel in...
If you spend inordinate amounts of time on logo positioning or Tweeting into the unknown...
Evergreen offers a better way for sustaining growth and profitability. What works time after time is to nurture your customer base, building emotional connections and lasting relationships.
It's easy to do with the original framework, action steps, and examples in Evergreen. This systematic program teaches you to:
* Build impeccable character, community, and content--the Three Cs of evergreen companies
* Create loyalty programs that turn satisfied customers into enthusiastic advocates
* Nurture profitable customers while pruning those who sap time and money
* Align positive statements about your company with actual actions
* Invert the expectations gap that can drive customers away
* Segment your customers by merging character demographics with behavioral analytics, and personalize your communications
* And much more
Innovation giants like Apple or Amazon share the same foundation as the thriving corner shop. All are built on exceptional customer experiences. Evergreen shows you how to achieve the same deep and lasting loyalty with your own customers--the key to success, season after season.
Most helpful customer reviews
4 of 4 people found the following review helpful.
Want new customers? Take care of your current customers.
By Douglas N. Burdett
[[VIDEOID:48cb2890c8d543b43f7604c37235681d]] As the host of The Marketing Book Podcast I read a LOT of marketing books. You're going to want to read this one.
The title of the book Evergreen is an analogy to how customers are to companies as leaves are to trees. Evergreen trees remain lush, healthy and green all year round. Deciduous trees go through a pattern of growing new leaves and then shedding them. Growing new leaves and then shedding them. Does the term "customer churn" come to mind?
Profitable companies retain their customers like evergreens retain their growth. Sadly, many companies work really hard to acquire new customers only to shed them quickly thereafter. Not like an evergreen. As a result, many companies are wasting staggering amounts of money by not focusing any or a sufficient amount of their marketing on their existing customers.
In Evergreen, Noah Fleming walks you through very specific steps to show you how to better retain customers, turn them into raving fans and actually make your new customer acquisition not only easier but more effective.
Also, the book is extremely well written. I thoroughly enjoyed reading it and I bet you will, too. To listen to an interview I did with Noah Fleming about Evergreen, visit MarketingBookPodcast.com
3 of 3 people found the following review helpful.
Customer rentention and loyalty for the 21st century
By Daniel B. Beaulieu
Customer retention for the 21st century
Maybe I like this book because I agree so wholeheartedly with the author. In fact one of the selling points of my consulting company is that I can grow your business by ten percent without ever adding a new customer.
In this new book Noah Fleming shows us how to not only “mine our current customer list but to also reach back to those companies you used to do business with a re-capture some of that business as well.
By using his defined three “C” program you can pick up just about everything you need to know about customer loyalty and retention. By using the three “C”s Character: which is based on why you do what you do to Community: Created a community of customers with shared interests and needs and Content: what your company offers to your customers.
The chapters on customer loyalty are especially valuable with the author exploring and defining the various loyalty programs showing us which ones work and which do not by using real life examples from Starbucks to Delta Airlines.
The chapter of firing your customers is worth the price of the book. Knowing which customers to fire and why and how is invaluable. Basically this gets down to a few categories from those customers who take up the most time and have the least profit margin to those unhappy customers who will just never be happy no matter what you do. The real life example of how Amazon deals with unhappy customers is telling to say the least.
5 of 6 people found the following review helpful.
A practical and powerful way to improve customer retention
By Russell W Holder
A trusted colleague suggested that I pick up a copy of Evergreen after hearing the author speak at an executive conference. I’m a business development and marketing consultant, and my colleague knows that I like to stay abreast of new, groundbreaking ideas from thought leaders in my profession, so he occasionally refers books to me.
Let me preface this review by stating that I’ve been creating and implementing strategic customer retention programs for my clients for over 15 years. I understand their importance and have seen good programs produce incredible results in profitability and organizational growth. On at least a dozen occasions I’ve seen smaller businesses (I’ll define them as $10 million to $50 million in annual sales) attribute 25% annual growth to a good customer retention program. I’ve even seen a $100 million company sustain 30% growth for three consecutive years by focusing on retention and loyalty.
With that said, there are three main reasons why I strongly recommend this book to entrepreneurs, business leaders, and marketing professional of any industry:
First, the author’s powerful “Evergreen” metaphor, in-depth knowledge of the subject and real-world examples do a great job in simplifying a complicated concept.
Second, the book eloquently explains how to create a sound customer retention and loyalty strategy (something that many marketers and business leaders get wrong, sabotaging their efforts), and it also gives excellent advice on how to execute your plan at a tactical level.
And third, I’m going to put this information to work with my own clients.
I believe this book will make me better at what I do, and I believe it can make you better at driving sustainable business growth through customer retention in your business, too.
Russ Holder
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