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Evergreen
Book

Evergreen

Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving

AMACOM, 2015 plus...


Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

Most companies do everything backward in marketing and sales. They put 90% of their efforts into searching for new customers. Noah Fleming, the “Customer Retention Guy,” explains why you should focus instead on current clients – the folks who keep the lights on and the profits flowing. Fleming explains how to transition from “how-do-we-get-more-new-customers” to “how-do-we-better-care-for-our-existing-customers.” He offers practical tips on developing customer-loyalty programs and improving client-related service. getAbstract recommends this useful manual to the owners of small and midsize businesses, sales and service professionals, and marketing executives.

Take-Aways

  • An “evergreen” company resembles a fir tree – hardy, robust and growing.
  • Just as evergreen trees retain their needles, evergreen firms keep their customers.
  • Businesses spend unproductive time and excessive money chasing new clients.

About the Author

Noah Fleming blogs for Fast Company magazine and contributes to The Globe and Mail. He is a thought leader in strategic marketing and customer loyalty.


Comment on this summary or Démarrer une discussion

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    C. C. 2 weeks ago
    Very interesting approach
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    J. M. 6 months ago
    Good
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    D. D. 8 years ago
    Great takeaways. Evergreen marketing equilibrium, shift to 3C's paradigm, segmentation into key archetypes, loyalty ladder, service and reactivation. We take many things for granted in these relationships. Thank you for Reminders of these strong Continuous loop principles