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Creating Customer Evangelists: Profit from Turning Loyal Customers into a Volunteer Sales Force (Hardcover)

by Guy Kawaski (Foreword), Ben McConnell (Author), Jackie Huba (Author) "You are an evangelist ..." (more)

4.5 out of 5 stars See all reviews (2 customer reviews)

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This item: Creating Customer Evangelists: Profit from Turning Loyal Customers into a Volunteer Sales Force by Guy Kawaski
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Product details

Hardcover: 224 pages
Publisher: Kaplan Business (12 Nov 2002)
Language English
ISBN-10: 0793155614
ISBN-13: 978-0793155613
Product Dimensions: 23.3 x 16 x 2.1 cm

Average Customer Review: 4.5 out of 5 stars See all reviews (2 customer reviews)

Amazon.co.uk Sales Rank: 804,461 in Books (See Bestsellers in Books)

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Synopsis

For the first time in paperback, a revised edition of the book that launched the term "customer evangelism" and inspired the creation of an industry. 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. For most businesses, customers are loyal to people, not brands.Creating a culture of not only loyalty but belief is the formula for creating authentic and powerful word of mouth. By researching companies with dedicated groups of outspoken, buss-spreading evangelists, authors Ben McConnell and Jackie Huba distill the formulas of the successful companies into the six tenets of customer evangelism. "Creating Customer Evangelists" explains why many traditional loyalty programs fail and how organic word-of-mouth programs often create communities of influencers who accelerate a company's success.

"Creating Customer Evangelists" is the bible for any business hoping to convert good customers into exceptional ones who willingly spread the word.

Inside This Book (Learn More)

First Sentence
You are an evangelist. Read the first page

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2 of 2 people found the following review helpful:

4.0 out of 5 stars Insightful!, 15 Jun 2004

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER) (REAL NAME)

What does it take to get your customers to see the light, to praise your product like evangelists selling their creeds? How do you create customer evangelists whose word of mouth will convert other acolytes to your product? Authors Ben McConnell and Jackie Huba offer chapter and verse. They tell you how to encourage customers to preach your message for you. However, before consumers will take to the pulpit, you must have an excellent product or service that converts their thinking. There's good information here, though not much new. The last chapter sums everything up as nicely as a homily, and the appendix provides additional tips on e-mail marketing and jump-starting the evangelical process. The authors' penchant for name-coining adds little; at best it's confusing and at worst downright annoying ("word of mouse" is cute, but "Napsterizing"? "Customer Plus-Delta"?). We are is glad to see someone preaching the cause of being customer-oriented - we're already pretty faithful about that.

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5.0 out of 5 stars Planning to create customer engagement/evangelism/loyalty strategies? Add this to your toolbox., 14 Jan 2008

By	Theoharis Papadakis "Theo Papadakis" (London, UK) - See all my reviews (REAL NAME)

This review is from: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force (Paperback)

Excellent book because:
* Down to the point: the authors have isolated 6 principles/concepts that constitute a framework for planning customer loyalty\engagement \participation\evangelism (call it what you will) strategies.
* In the first half of the book these principles are presented and explained. The other half is devoted to 20-page-long case studies of companies that have deployed these principles.
* It's the kind of book you need to read with a notepad next to you. As you read this book and internalise its insights you will automatically start applying them to your case and produce ideas.
* Don't let the publication date put you off. All of the principles in this book are still 100% relevant.

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