Creating Customer Evangelists

When customers are truly thrilled about their experience with a product or service, they have the potential to become one of its influential evangelists. Savvy marketing professionals know that this group of true believers can be leveraged as a potent force to build word of mouth that leads to new customers. Creating Customer Evangelists explains how to develop marketing and sales strategies that create communities of passionate customers. By cultivating a dialogue and then creating emotion-driven relationships with customers, companies can inspire grassroots support. Creating Customer Evangelists shows how to convert good customers into exceptional ones who willingly spread the word. "Lessons of customer evangelism related through real life company stories make this book an absorbing read." -- Harvard Business School "I'll admit it: at first, I was a skeptic. But halfway through this savvy and compelling book, I became a convert. And by the time I'd turned the last page, I'd become an evangelist. Say it with me, brothers and sisters: customer evangelism is the future!" -- Dan Pink, author of Drive and A Whole New Mind "An inspiring and thorough book packed with real life examples, action items and insight." -- Emanuel Rosen, author of The Anatomy of Buzz Jackie Huba and Ben McConnell, authors of Citizen Marketers, popularized the term "customer evangelism." The Seth Godin-edited New York Times bestseller The Big Moo featured them among 33 of "the world's smartest business thinkers."

In Evangelist Marketing, Alex Goldfayn argues that technology companies succeed in spite of their marketing, not because of it. He says that if consumer tech makers ceased all marketing activity today, they would not see a significant decline in sales. In this book, Alex presents why the current state of overly-technical, features-oriented tech marketing, branding, communications and public relations is costing the industry billions of dollars—easy money that's voluntarily being left on the table. Then he lays out a step-by-step system for creating intensely loyal brand evangelists based on deep consumer insights and simple, emotional language. Evangelist Marketing is written for consumer tech companies big and small—from PC manufacturers to Web-based services. It's also sure to improve the work of their marketing and public relations agencies.

Authors McConnell and Huba know how to take a company's best customers and turn them into influential, loyal, and enthusiastic evangelists. Their book explains the six tenets of customer evangelism, why they work and how readers can use them in their own marketing efforts.

In today’s competitive business climate, you can’t just satisfy your customers. You have to be better than that, giving them experiences that they won’t forget. Author Shep Hyken has spent thirty years studying great companies and the evangelists they create. In The Cult of the Customer, Hyken shows how to design a strategy that leads both customers and employees through five distinct cultural phases – from "uncertainty" to "amazement." By presenting dozens of case studies that show how great companies made this journey, Hyken identifies the critical internal and external changes that allowed them to build a Cult of the Customer – and shows how you can do it too. Hyken’s message is both powerful and timely: the happier your customers and employees are, the more successful your company will be. The Cult of the Customer is your guide to creating a customer-focused culture that turns satisfied customers into customer evangelists.

For the first time in paperback, a revised edition of the book that launched the term “customer evangelism” and inspired the creation of an industry. Updated with new statistics and figures, this landmark book has shown countless companies how to harness the power of evangelism marketing and increase customer loyalty, sales, and profitability. When customers are truly thrilled about their experience with a product or service, they become outspoken “evangelists” for a company. For most businesses, customers are loyal to people, not brands. Creating a culture of not only loyalty but belief is the formula for creating authentic and powerful word of mouth. By researching companies with dedicated groups of outspoken, buss-spreading evangelists, authors Ben McConnell and Jackie Huba distill the formulas of the successful companies into the six tenets of customer evangelism. Creating Customer Evangelists explains why many traditional loyalty programs fail and how organic word-of-mouth programs often create communities of influencers who accelerate a company’s success. Creating Customer Evangelists is the bible for any business hoping to convert good customers into exceptional ones who willingly spread the word.

The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year's block-buster film or how quickly the hottest new PDA hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services. Who are they? What motivates them? Marketing experts Jackie Huba and Ben McConnell explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enthusiasts and evangelists. From the rough to the sophisticated, the "user-generated media" of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies' customer relationships, product design, and marketing campaigns, whether they participate willingly or not.

The era of mass marketing is ending—replaced by the power of customer evangelists unleashed through a systematic approach to word-of-mouth called PyroMarketing. Learn how the system that sparked a revolution in the Christian marketplace can fuel the success of your business. Word-of-mouth is the biggest influence on consumer purchases and its influence is growing. How do you tap its power? The key is not some new technology or advertising fad. The best way to understand the marketing process, the way messages are sent, received, acted upon, and spread, is to think of fire. PyroMarketing simplifies word-of-mouth to a four-step system that optimizes your advertising dollars by targeting the right customers and then converting them into unpaid sales and marketing evangelists. Tapping the latest research into the brain and human behavior, Greg Stielstra demonstrates how traditional marketing techniques are expensive, obsolete, and doomed to failure—while PyroMarketing principles deliver powerful results over the long-term and for less money. Illustrated with case studies including The Purpose-Driven Life, one of the bestselling books of all time, and the breakaway phenomenon The Passion of the Christ, PyroMarketing is a comprehensive strategy that can help any business reach and retain new markets.

Guy Kawasaki's phenomenal success at Apple Computer and as a start-up entrepreneur was the result of an innovative approach to sales, marketing, and management called evangelism. Evangelism means convincing people to believe in your product or ideas as much as you do, by using fervor, zeal, guts, and cunning to mobilize your customers and staff into becoming as passionate about a cause as you are. Selling the Dream is a handbook and workbook for putting evangelism into action. Kawasaki charts a complete blueprint for the beginning evangelist that covers such topics as how to define a cause (whether it is a business, like Windham Hill Records or the Body Shop, or a public interest concern, like the National Audubon Society or Mothers Against Drunk Driving), how to identify good and bad enemies, how to deliver an effective presentation, and how to find, train, and recruit new evangelists. One of the highlights of the book is a short course in developing an evangelistic business plan, illustrated by the complete, original Macintosh Product Introduction Plan. Selling the Dream will teach you how to become a raging, inexorable thunder lizard of an evangelist -- a leader whose words will never fall on deaf ears again.

"Marketing expert Jackie Huba explores Gaga's biography and fan philosophy and isolates the seven lessons any business can learn from her ... And while not all businesses want to stand out the way she does, any business can win big by creating monster loyalty"--Amazon.com.

"Evangelism marketing" is the process of getting buyers to believe in a product or service so much that they are compelled to tell others about it. Here's how some of the most successful organizations have transformed customers into passionate and influential evangelists.