AnyBook4Less.com	Find the Best Price on the Web Order from a Major Online Bookstore
Home  |  Store List  |  FAQ  |  Contact Us  |
Ultimate Book Price Comparison Engine Save Your Time And Money Keyword AuthorISBN

Title: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force by Ben McConnell, Jackie Huba, Guy Kawasaki ISBN: 0-7931-5561-4 Publisher: Dearborn Trade Publishing Pub. Date: 12 November, 2002 Format: Hardcover Volumes: 1 List Price(USD): $25.00

Your Country USA Canada United Kingdom Australia Austria Belgium France Germany Italy Netherlands Switzerland Currency AutoUSD CAD GBP EUR AUD CHF Delivery Only cheapest delivery All delivery options Include Used Books Are you a club member of: Barnes and Noble Books A Million Chapters.Indigo.ca

Average Customer Rating: 4.91 (22 reviews)

Rating: 5
Summary: Brother McConnell & Huba's Customer Service Revival
Comment: McConnell and Huba have compiled fascinating information, facts, stats and interviews with some the country's best customer service based businesses and compiled them all in one place for perusal. With ideas and motivation that can improve customer service for micro-business to mega-business, Creating Customer Evangelists shows how to bring back and implement the "corner store" feel in a global economy. From simply answering emails to purchasing millions of dollars worth of customer and employee incentives there is an idea that will work - or will spawn an idea that will work - for you.

Additionally, an interesting read for anyone interested in the development of the companies featured within the book (Krispy Kreme, Southwest Airlines, The Dallas Mavericks, Build-A-Bear Workshop, IBM, O'Reilly and Associates, and SolutionPeople).

Finally, the appendix with its condensed "how-to" questionnaire is a great resource for really examining a business's level of customer and employee service, satisfaction, and commitment.

Here is an easy-to-read marketing guide explaining how to create customer and employee satisfaction on a grand scale. That alone should justify the five stars.

Rating: 5
Summary: BACK TO VALUES
Comment: CREATING CUSTOMERS EVANGELISTS is a book with back to basic values ideas - very refreshing! If what you do is good people will share that with others and create more business. Sounds so simple you may say but how do I help that along. That's what this informative book is about. There are so many flashy things out there in the world of marketing - why not just do what you do well and "get the word out" from the new relationships you've created with your quality product. Jackie and Ben have presented their ideas in an easy to read format - through stories of people who already have succeeded in this process. This book will give you new ideas to think about and great suggestions on how to implement them. I've also heard them speak and teach - very down-to-earth real people!

Rating: 5
Summary: The Book Works! I'm Evangelizing a Book on Evangelism
Comment: It seems fitting to be writing a review to evangelize a book written on the topic of making evangelists out of your customers. I can't help but think after reading Creating Customer Evangelists, "how can I let as many people as possible know how wonderful this book is!"

I'd venture a guess that many of you reading this review have delved into a lot of business books in your lifetime. I'm sure that the best of intentions were taken into each book, only to find out that ½ way through the majority of them, they had lost their relevance and hadn't delivered on their promise. I mean, really, how many books about marketing can possibly have any really interesting and immediately helpful ideas?

While CCE is not a fiction thriller, it will keep you as engaged as any good novel would, because at it's heart, it tells a lot of great short stories, and it tells them with insight and conviction. The book follows a "case study" approach and illustrates a world-class case example of a company doing CE right in each chapter. And, unlike those feel-good business books about how breakthrough something is that leave you hanging with no action items, CCE includes a full set of appendices on how you, yes you and your business, can get going on your CE efforts.

The book lays out the process of creating customer evangelists in the following order:
1.Customer Plus-Delta (you need to be continuously gathering customer feedback)
2.Napsterize Your Knowledge (share and share alike, and freely, and not cheap crap either - put some good material out there!)
3.Build the Buzz (find the WOM networks in your industry and tap into them, not blatantly, but intelligently. Oh, and give to get. See principle #2)
4.Create Community (encourage your customers to mingle, either physically or virtually - build a coalition of customers around your cause)
5.Make Bite-Size Chunks (devise specialized, smaller offerings to get your customers to bite) The software industry uses this tactic with abandon. When's the last time you bought software w/ out a trial download?
6.Create a Cause (focus on making your world, industry, community, and company a better place because you were involved)

These are easy enough principles to understand, but NOT_EASY_TO_EMBRACE. How many of you are prepared to "Napsterize" what you know to everyone in and around your industry? Really, how many? Do your marketing managers actually "participate" in the industry and community, or are you all a bunch of bystanders.

Creating customer evangelists is about more than "implementing a few best-practices", this is not six-sigma, but there are ways to measure, and Ben & Jackie have an entire appendix devoted to those to!

Are you ready to embrace your best customers as customer evangelists? Get the book - get the culture!