We are currently making improvements to the Audible site. In an effort to enhance the accessibility experience for our customers, we have created a page to more easily navigate the new experience, available at the web address www.audible.com/access.
 >   > 
Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force | [Ben McConnell, Jackie Huba]

Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force

When customers are truly thrilled about their experience with your product or service, they can become outspoken "evangelists" for your company. This group of satisfied believers can be converted into a potent marketing force to grow your universe of customers.
Regular Price:$20.97
  • Membership Details:
    • First book free with 30-day trial
    • $14.95/month thereafter for your choice of 1 new book each month
    • Cancel easily anytime
    • Exchange books you don't like
    • All selected books are yours to keep, even if you cancel
  • - or -

Your Likes make Audible better!

'Likes' are shared on Facebook and Audible.com. We use your 'likes' to improve Audible.com for all our listeners.

You can turn off Audible.com sharing from your Account Details page.

OK

Publisher's Summary

When customers are truly thrilled about their experience with your product or service, they can become outspoken "evangelists" for your company. This group of satisfied believers can be converted into a potent marketing force to grow your universe of customers.

Authors Ben McConnell and Jackie Huba know how to take your company's best customers and build them into influential, loyal, and enthusiastic evangelists. The year-long research project that led to Creating Customer Evangelists outlines the framework for developing evangelism marketing strategies and programs. The ultimate goal is to create communities of influencers who drive sales or membership for your company or organization.

From their research into the best practices of some of the most forward-thinking companies with legions of evangelists who spread the word, 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 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.

The book is intended for marketing managers and directors, entrepreneurs, and customer champions inside companies large and small. It's also intended for students and professors who require case studies for their research.

Foreward by Seth Godin.

©2003 Ben McConnell and Jackie Huba; (P)2003 North & Clark Press

What Members Say

Average Customer Rating

3.8 (112 )
5 star
 (37)
4 star
 (32)
3 star
 (25)
2 star
 (15)
1 star
 (3)
Overall
3.6 (13 )
5 star
 (4)
4 star
 (4)
3 star
 (2)
2 star
 (2)
1 star
 (1)
Story
3.6 (14 )
5 star
 (5)
4 star
 (4)
3 star
 (2)
2 star
 (1)
1 star
 (2)
Performance
Sort by:
  •  
    Richard Weaverville, NC, United States 02-16-11
    Richard Weaverville, NC, United States 02-16-11 Member Since 2009

    Writer, Reader, Former Bookseller (RIP Borders)

    HELPFUL VOTES
    50
    ratings
    REVIEWS
    68
    27
    FOLLOWERS
    FOLLOWING
    1
    0
    Overall
    "Uh-duh"

    Hard to stay focused to the message that never goes deep. Really? I need my customers to like me and say nice things about me??? no kidding. While preaching against doing so, it spends most of its effort talking about faking genuine care and generating affection through forced means. Rather contradictory, but I guess its hard to write a book about how to do something that should come naturally to anyone with ethics and a clue. Honestly, if you need this book, you need a lot more first. Chances are, anyone who thought to buy it, doesn't need it. I gave it two stars instead of one, because it wasn't terrible, just not earth shattering.

    4 of 4 people found this review helpful
  •  
    Sylvia Boulder, CO, USA 05-19-10
    Sylvia Boulder, CO, USA 05-19-10
    HELPFUL VOTES
    4
    ratings
    REVIEWS
    1
    1
    FOLLOWERS
    FOLLOWING
    0
    0
    Overall
    "Somewhat trite"

    I actually stopped listening to this book 1/2 way through. It is just dishing out a lot of platitudes about being good to your customers so they will evangelize you. Unfortunately a waste of time, in my opinion.

    4 of 4 people found this review helpful
  •  
    11-25-08
    11-25-08 Member Since 2008
    HELPFUL VOTES
    17
    ratings
    REVIEWS
    70
    4
    FOLLOWERS
    FOLLOWING
    0
    0
    Overall
    "Good Ideas for Entrepreneurs"

    This book will resonate with you if you are an entrepreneur or in sales. It touches on why it makes sense to cultivate customer evangelism. Basically it touches on the 6 tenets of custover evangelism; which are:
    1 Customer + delta
    2 Building the buzz
    3 Napsterizing your product knowledge
    4 Leveraging on and building Comunities
    5 Make bite size chunks
    6 Create a cause

    I liked the first 2.5 hours which talks about the above subjects in detail. the next 3 hours talks about the case studies and can be a drag at times. The last half hour sums up the book which is worth reading as well.

    3 of 3 people found this review helpful
  •  
    Joshua M. Hudson Pittsburgh 05-02-07
    Joshua M. Hudson Pittsburgh 05-02-07 Listener Since 2006
    HELPFUL VOTES
    13
    ratings
    REVIEWS
    7
    4
    FOLLOWERS
    FOLLOWING
    0
    0
    Overall
    "Fantastics"

    I believe this book was not only brilliantly written but excellently presented between the two authors. Not only do they make a great argument with fantastic case study. Be sure to listen to the bloopers at the end as well!!!

    5 of 6 people found this review helpful
  •  
    Daniel Y L Central Hong KongHong Kong 03-16-09
    Daniel Y L Central Hong KongHong Kong 03-16-09
    HELPFUL VOTES
    71
    ratings
    REVIEWS
    21
    6
    FOLLOWERS
    FOLLOWING
    1
    0
    Overall
    "Really Good. No Hype. No Puffery!"

    Read this book once. Great read. One of the best book on creating buzz and loyal customers.

    1 of 1 people found this review helpful
  •  
    Erin Grimsby, Ontario, Canada 01-18-10
    Erin Grimsby, Ontario, Canada 01-18-10
    ratings
    REVIEWS
    1
    1
    Overall
    "Love this book"

    I have this book on audio and then I purchased it in paperback and Seth Godin was right. I had to order it, it wasn't easy to get. Even in this digital age, this book is becoming a classic Written in 2006. I only recommend classics, books that can stand the test of time and this book does it. I use this book as a plan and the cases are fabulous. Thanks Jackie & Ben, you will always have a life long reader.

    0 of 0 people found this review helpful
  •  
    Andras Woluwe St Lambert, Belgium 01-03-09
    Andras Woluwe St Lambert, Belgium 01-03-09
    HELPFUL VOTES
    27
    ratings
    REVIEWS
    26
    16
    FOLLOWERS
    FOLLOWING
    0
    0
    Overall
    "Good book with many nice ideas"

    Nout outstanding, but a really well written book with useful insights. Worth the listen.

    1 of 2 people found this review helpful
  •  
    Charles LaPorte, IN, United States 05-07-07
    Charles LaPorte, IN, United States 05-07-07 Member Since 2006
    HELPFUL VOTES
    115
    ratings
    REVIEWS
    97
    19
    FOLLOWERS
    FOLLOWING
    2
    0
    Overall
    "Valuable"

    I found this book very valuable. It lead me into many other great books and authors. I plan to listen to it again soon

    2 of 5 people found this review helpful
  •  
    Dan Flossmoor, IL, United States 12-15-11
    Dan Flossmoor, IL, United States 12-15-11 Member Since 2011
    HELPFUL VOTES
    11
    ratings
    REVIEWS
    6
    5
    FOLLOWERS
    FOLLOWING
    1
    0
    Overall
    Performance
    Story
    "I need info I can apply. This drags on."
    Would you recommend this book to a friend? Why or why not?

    No.


    What did you like best about this story?

    The cover.


    If this book were a movie would you go see it?

    No.


    Any additional comments?

    I was really hoping for more from this book.

    1 of 3 people found this review helpful
  • Showing: 1-9 of 9 results
Sort by:
  • Shoo
    COLEFORD, United Kingdom
    9/2/12
    Overall
    "Out of date and awful singing!"

    This is really old news - I think it's relevant to 2002 - doesn't even mention Facebook!

    The idea is good, but this needs to be rewritten and brought up to date - feel a bit cheated with this.

    Oh and they sing a horrible song about marketing managers which someone was obviously really proud of

    0 of 0 people found this review helpful
  • Showing: 1-1 of 1 results

    There are no listener reviews for this title yet.

Report Inappropriate Content

If you find this review inappropriate and think it should be removed from our site, let us know. This report will be reviewed by Audible and we will take appropriate action.

CANCEL

Thank You

Your report has been received. It will be reviewed by Audible and we will take appropriate action.