Evergreen

INDEX

Abercrombie & Fitch, as tribe, 66

accountability, and horror reduction, 175–176

“Acres of Diamonds” (Conwell), 253

Adams, Hoover, 33

addiction to new customers, 253

Air Miles program (Canada), 130–131

alarm customers, 207

alarm systems, for customer attrition, 217–219

Alexa, 256n

Amazon, 22, 41–42, 161, 210

statistics, 256n

Amazon Prime, 142

apology, 168, 213

Apple, 43–44, 47, 84

commercials, 39

iPhone, 46

The Apprentice (TV), 155–156

archetypes, 111–118

communicating with, 118–124

“day in the life” of, 119–120

defining, 111–112

different rewards for each, 150

ideal, 116

loyalty levels, 145

understanding, 118–120

uses, 115–116

voice of, 120–121

attrition, 208

alarm systems, 217–219

categories, 208–211

and habits, 211

solving problems of, ...