RETAILOBSERVER.COM MARCH 2015
14
B O O K R E V I E W
L
oyal 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.
EVERGREEN:
Cultivate the enduring customer loyalty
that keeps your business thriving
Author: As a thought leader in strategic marketing
and customer loyalty, Noah Fleming is the trusted
source for coaching and consulting for thousands of
owners, executives, and individuals. Noah helps clients
dramatically increase their sales, multiply their profits,
and maximize customer value. noahfleming.com
Publisher: AMACOM
RO
