You are previewing The Hidden Power of Your Customers: Four Keys to Growing Your Business Through Existing Customers.
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The Hidden Power of Your Customers: Four Keys to Growing Your Business Through Existing Customers

Book Description

Winning strategies to keep your existing customers coming back

A business's current customer base needs to be considered among the company's most valuable assets. Discover the practical tools to preserve and grow this asset—and boost your business—by tapping into The Hidden Power of Your Customers.

Existing customers are the key to ongoing business growth. They are the people who already know you and buy from you. Yet too many businesses allow their existing customers—their least expensive, most easily acquired sales—to slip away. Don't let this happen to you!

Learn how to strengthen your business using social entrepreneur Becky Carroll's four keys to unleash The Hidden Power of Your Customers. This easy-to-read and practical guide features useful steps, inspirational stories, and real-world examples so you can create a customer strategy that keeps customers coming back (and telling their friends and colleagues).

  • Reveals four keys to success: relevant marketing, orchestrated customer experience, customer-focused culture, and killer customer service
  • Details a fundamental shift that needs to take place in how businesses treat their existing customers
  • The author writes the blog "Customers Rock!" and is the Social Media Correspondent for NBC/7 San Diego

Table of Contents

  1. Cover
  2. Endorsement
  3. Title Page
  4. Copyright
  5. Dedication
  6. Acknowledgments
  7. Foreword
  8. Introduction: A BIRD IN THE HAND IS WORTH MORE THAN YOU THINK
    1. RETURN TO THE CUSTOMER
    2. WHAT IS THE HIDDEN POWER?
    3. ANATOMY OF A “CUSTOMERS ROCK!” COMPANY
    4. BUILD ON THE “ROCK”: THE FOUR KEYS TO GROWTH
    5. HOW TO READ THIS BOOK
  9. KEY ONE: R–RELEVANT MARKETING
    1. Chapter 1: LISTEN TO YOUR CUSTOMER BEFORE DOING ANYTHING
      1. CUSTOMER LISTENING POSTS
      2. LISTEN FOR CUSTOMER FEEDBACK
      3. LISTEN FOR CUSTOMER INSIGHT
      4. FOUNDATION FOR THE FOUR KEYS
    2. Chapter 2: KEEP CUSTOMER NEEDS IN MIND
      1. EXPERIENCE THE LIFE CYCLE
      2. UNDERSTAND THE CUSTOMER'S STATE OF MIND
      3. MEET THE NEEDS OF YOUR CUSTOMERS
      4. JUST WHAT I NEEDED
    3. Chapter 3: COMMUNICATE WITH AND BECOME A FAN OF YOUR CUSTOMERS
      1. MARKETING THE WAY YOUR CUSTOMERS PREFER IT
      2. SOCIAL MEDIA FOR ENGAGEMENT AND CONVERSATION
      3. START AN ONGOING DIALOGUE
    4. Chapter 4: CAPTURE, THEN REWARD, THEIR BUSINESS
      1. SEND MORE THAN JUST BILLS
      2. WHY DO ONLY NEW CUSTOMERS GET THE BEST DEALS?
      3. THANK YOU FOR BEING A CUSTOMER—I MEAN IT!
      4. MAKE CUSTOMERS FEEL VALUED
  10. KEY TWO: O–ORCHESTRATE THE CUSTOMER EXPERIENCE
    1. Chapter 5: PLAN THE EXPERIENCE
      1. THE CUSTOMER EXPERIENCE
      2. THE CUSTOMER PERSPECTIVE
      3. CUSTOMER EXPECTATIONS DRIVE THE OUTCOME
      4. YOUR CUSTOMER EXPERIENCE COMPETITION
      5. UNCOVER THE BEST EXPERIENCE
      6. FOCUS ON YOUR CUSTOMERS
    2. Chapter 6: GET THE LAY OF THE LAND
      1. MANAGING THE CUSTOMER EXPERIENCE—OR NOT
      2. DESIGN THE CUSTOMER EXPERIENCE END-TO-END
      3. MAP THE CUSTOMER JOURNEY
    3. Chapter 7: FINE-TUNE THE EXPERIENCE
      1. TAKE CARE OF THE BEGINNING
      2. MAKE IT PERSONAL
      3. YOU ARE ALWAYS ONSTAGE
      4. PUTTING IT ALL TOGETHER FOR THE CUSTOMER
      5. A COMPETITIVE DIFFERENTIATOR
    4. Chapter 8: ALIGN AROUND THE CUSTOMER
      1. NO SILOS
      2. DESIGN PROCESSES THAT FIT
      3. DO YOU WANT MY BUSINESS?
  11. KEY THREE: C–CUSTOMER-FOCUSED CULTURE
    1. Chapter 9: CULTURE OF CUSTOMER SERVICE
      1. PUT PEOPLE FIRST
      2. WHAT WE VALUE
      3. KEEP IT GOING
    2. Chapter 10: MEASURE WHAT MATTERS
      1. CUSTOMER-FOCUSED METRICS
      2. MOVE FROM DATA TO INSIGHT TO ACTION
      3. SATISFACTION: DOES IT MATTER?
      4. MEASURING CUSTOMER PERCEPTION
      5. NEW METRICS FOR MEASURING THE CUSTOMER SERVICE EXPERIENCE
      6. MEASURING THE SUCCESS OF CUSTOMER STRATEGY
    3. Chapter 11: THE POWER BEHIND THE SCENES
      1. HIRE FOR ATTITUDE
      2. ENGAGED EMPLOYEES EQUAL ENGAGED CUSTOMERS
      3. EMPLOYEE EMPOWERMENT
      4. EMPLOYEES MAKE THE DIFFERENCE
  12. KEY FOUR: K–KILLER CUSTOMER SERVICE
    1. Chapter 12: IGNORE CUSTOMERS AT YOUR PERIL
      1. CUSTOMER SERVICE IS THE NEW MARKETING
      2. HOW DO YOU VIEW YOUR CUSTOMERS?
      3. WHERE DOES SOCIAL MEDIA FIT?
      4. VIRAL CAMPAIGNING VERSUS VIRAL COMPLAINING
      5. USING SOCIAL MEDIA FOR CUSTOMER SERVICE—YES OR NO?
      6. THE TRUE MEANING OF CUSTOMER SERVICE
    2. Chapter 13: SHIFT YOUR THINKING FROM NEW TO OLD
      1. LITTLE THINGS MAKE A DIFFERENCE
      2. PUT YOURSELF IN THEIR SHOES
      3. MAKE THEM WANT TO SHOUT ABOUT IT
      4. HELP CUSTOMERS PLAY A ROLE
    3. Chapter 14: CARE AND FEEDING OF CUSTOMERS
      1. THINGS WILL GO WRONG
      2. THE GOLDEN RULE FOR CUSTOMERS
      3. TAKING CARE OF BUSINESS
      4. FOCUS ON THE CUSTOMER
  13. SUMMARY: SURVIVAL TACTICS FOR THE TWENTY-FIRST CENTURY
    1. Chapter 15: UNLOCKING THE HIDDEN POWER OF YOUR CUSTOMERS
      1. YOUR CALL TO ACTION
      2. USE THE FOUR KEYS
      3. HOW IT COULD LOOK
      4. NOW IT'S YOUR TURN
  14. Notes
    1. Introduction
    2. Chapter 1
    3. Chapter 2
    4. Chapter 3
    5. Chapter 4
    6. Chapter 5
    7. Chapter 6
    8. Chapter 7
    9. Chapter 8
    10. KEY THREE
    11. Chapter 9
    12. Chapter 10
    13. Chapter 11
    14. Chapter 12
    15. Chapter 13
    16. Chapter 14
    17. Chapter 15
    18. Additional Resources
  15. Index