ISBN: 0793155614
List Price: $25.00
Amazon Price: $15.75
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Avg Cusomer Rating: 4
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Summary: Something all marketers need to know and implement.
I decided to read this book based on the title and surely the amount of good feedback it received on Amazon.
What the book talks about is how other companies make the shopping experience memorable for the customer. The author takes a particular company and clearly shows their customer focused marketing and relationship building.
Customer evangelism is something that a company should be working on and once you spot one, DO NOT ignore them. This could be your sales force! In many instances the book talked about creating a community (this we know) as it will help create evangelism.
Few companies mentioned and studied throughout the book were, (Southwest Airlines, Build-A-Bear Workshop, Krispy Kreme, The Dallas Mavericks, IBM, O'Reilly and Associates, and SolutionPeople)
In some instances I felt as if I was reading an ad for a particular company (which I hate to do). Nevertheless, I believe the information was valuable and there was a lot that I could learn from the stories told.
Summary: Care about your business? Read this book.
If only every business I did business with had the inclination to read and follow the advice in this book. No more shopping headaches! No more frustrating conversations with (and I use the term lightly) customer service representatives who really don't care about their customers!
Not only was this book easy, quick and enjoyable to read, it gave sound, practical, applicable advice. The author uses excellent, real-life examples of companies who have implemented (or not) the concepts he espouses. They're such simple concepts, really, yet so often dismissed in the name of (ironically) PROFIT, while being the most productive, cost-efficient means to that end. They're not novel ideas either, but ideas that definitely need to be reintroduced, and for those of us who actually want to be successful, implemented immediately.
This is not rocket science. For instance, the pitch that most businesses preach but don't practice - "the customer is number one" (bet you never heard that one before). Yet it would seem to me, as a loyal consumer of both goods and services, (and I know you know what I'm talking about here) that really excellent customer service is the exception to the rule. And what about "word-of-mouth advertising" - the (get this) least expensive, least taken advantage of, yet most successful, cost-effective form of advertising there is. When's the last time you figured word-of-mouth into your advertising budget?
Don't let these simple, common concepts fool you into thinking you don't need to read the book. I've been in customer service and/or sales all of my working life (which has been sufficient, thank you very much), and have always prided myself on providing just the type of excellent service the author talks about. For me, it was more than just a validation though; it provided me with the means, methods and incentive to implement these long-held beliefs in ways that will make my future company that much more successful.
This book's impact in my life, beyond the future benefit to my own start-up company (I'm really looking forward to increasing market share and taking business away from my competitors just by being myself and being friendly!), was to make an evangelist out of me: I immediately bought three more books to send to friends and family, told a number of other people about it, and wrote this review. That should tell you that this guy knows of what he speaks. Buy it. Read it. Pass it on. What a wonderful world this would be if everyone did.
Summary: Insightful!
What does it take to get your customers to see the light, to praise your product like evangelists selling their creeds? How do you create customer evangelists whose word of mouth will convert other acolytes to your product? Authors Ben McConnell and Jackie Huba offer chapter and verse. They tell you how to encourage customers to preach your message for you. However, before consumers will take to the pulpit, you must have an excellent product or service that converts their thinking. There's good information here, though not much new. The last chapter sums everything up as nicely as a homily, and the appendix provides additional tips on e-mail marketing and jump-starting the evangelical process. The authors' penchant for name-coining adds little; at best it's confusing and at worst downright annoying ("word of mouse" is cute, but "Napsterizing"? "Customer Plus-Delta"?). We are is glad to see someone preaching the cause of being customer-oriented - we're already pretty faithful about that.
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