A book recommendation from Dan Beaulieu:
EVERGREEN: Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving
By Noah Fleming
Pages: 272 with Index
Customer retention for the 21st century
Maybe I like this book because I agree so wholeheartedly with the author. In fact one of the selling points of my consulting company is that I can grow your business by ten percent without ever adding a new customer.
In this new book Noah Fleming shows us how to not only “mine our current customer list but to also reach back to those companies you used to do business with a re-capture some of that business as well.
By using his defined three “C” program you can pick up just about everything you need to know about customer loyalty and retention. By using the three “C”s Character: which is based on why you do what you do to Community: Created a community of customers with shared interests and needs and Content: what your company offers to your customers.
The chapters on customer loyalty are especially valuable with the author exploring and defining the various loyalty programs showing us which ones work and which do not by using real life examples from Starbucks to Delta Airlines.
The chapter of firing your customers is worth the price of the book. Knowing which customers to fire and why and how is invaluable. Basically this gets down to a few categories from those customers who take up the most time and have the least profit margin to those unhappy customers who will just never be happy no matter what you do. The real life example of how Amazon deals with unhappy customers is telling to say the least.
This one book handles everything you need to create enduring and lasting customer relationships with the right customers while culling out the wrong customers.
This is not just a sales book, or a customer service book it is a book about successfully running your business no matter what that business is be it a restaurant, barbershop, printed circuit board fabricator if you buy, read and study the ideas laid out in this book you will be successful, That’s all there is to it.