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:
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
Writer, Reader, Former Bookseller (RIP Borders)
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.
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.
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.
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!!!
Read this book once. Great read. One of the best book on creating buzz and loyal customers.
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.
I found this book very valuable. It lead me into many other great books and authors. I plan to listen to it again soon
I was really hoping for more from this book.
"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
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