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Book Description

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 • 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.

Table of Contents

  1. Cover
  2. Title
  3. Copyright
  4. Contents
  5. Foreword
  6. Acknowledgments
  7. Introduction: Seeing the Forest for the Trees
    1. Why I Wrote This Book
    2. Who This Book Is For
    3. Why You Should Read This Book
  8. PART ONE Establishing Roots
    1. 1 Debunking the Myth: New Customers Will Not Save Your Business
      1. The Allure of New Business Can Be Fatal
      2. We’re All Addicted to Sex—and What That Means for Your Business
      3. The Latest Boardroom Buzzword: Customer-Centricity
      4. The True Value of a Customer
      5. Introducing the Evergreen Marketing Equilibrium
    2. 2 Surveying the Landscape: The Essential Components of an Evergreen Organization
      1. Introducing the Three Cs
      2. Orchestrating the Three Cs, So They Play in Harmony
    3. 3 Examining the Principle of Character: The Botany of Your Company
      1. The Power of Telling a Good Story
      2. Building the Character of Your Organization
      3. Distinguishing Between Character and Caricature
      4. Articulating the “Real You”
      5. Creating Your Corporate Character
    4. 4 Examining the Principle of Community: Creating a Forest from a Single Seed
      1. Why Should You Build a Community?
      2. The Difference Between a Tribe and a Community
      3. The CrossFit Community
      4. Building Your Customer Community
    5. 5 Examining the Principle of Content: The Beauty of Having a Multitude of Branches
      1. What, Exactly, Is “Content”?
      2. Why Is Content So Important?
      3. Evaluating the New Customer Experience
      4. Knowing What Business You’re In
      5. Keeping Focused on Why You Do What You Do
      6. Knowing When More Content Is Better—and When It’s Not
      7. The Evergreen Diagnostic
      8. Going Beyond “the Transaction”
  9. PART TWO Fostering Growth
    1. 6 Becoming Intimately Familiar with Your Customers: Getting Your Hands in the Soil
      1. Why Customer Lifetime Value Is Broken—and How to Fix It
      2. Creating Your Ideal Customer Archetypes
      3. Communicating with Your Archetypes
      4. Capitalizing on the Natural Synergy of Thoughtful Marketing
    2. 7 Getting Loyalty Programs Right: Building a Tree House and Letting Your Customers Climb to Reach It
      1. Where Loyalty Lost Its Way
      2. Developing (or Refining) Your Loyalty Program
      3. Designing Your Customer Loyalty Action Plan
    3. 8 Articulating a New Approach to Customer Service: Tending to Your Garden (and Pulling Those Weeds!)
      1. Giving Yourself Permission to Fire Bad Customers
      2. Determining Which Customers You Should (and Shouldn’t) Fire
      3. A Commonsense Approach to Customer Service
      4. Scrutinizing Your Company’s Weak Spots
      5. Why Authenticity Is Important
    4. 9 Gathering Customer Intelligence: Examining the Botany of Individual Leaves
      1. Recognizing When Customers Leave Money on the Table
      2. Choosing Your Data Collection Tools
      3. Getting Your Customers’ Information
      4. Tracking (and Changing) Your Customers’ Behavior
    5. 10 Bringing Back Lost Customers: Bringing Wilted Leaves Back to Life
      1. Identifying When the Customer Relationship Is Over
      2. Figuring Out Why Customers Leave in the First Place
      3. Solving Your Customer Attrition Problems
      4. Establishing Constant Contact
      5. Building Effective Attrition Alarm Systems
      6. Implementing Your Reactivation System
      7. Managing Your Expectations About Reactivation
    6. 11 Bringing In New Customers: Creating Optimal Growing Conditions
      1. Managing the Expectations Gap
      2. Creating Customer Loyalty with the First Transaction
      3. Onboarding New Customers
      4. Communicating with the Customer After the Honeymoon Is Over
      5. Preparing for a (Hopefully Insanely) Successful Promotion
  10. Afterword: The End Is the Beginning
  11. Notes
  12. Index
  13. About the Author
  14. Free Sample Chapter from Customer Experience 3.0