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