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Creating Customer Evangelists: How Loyal Customers Become a Volunteer Salesforce
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."
242 pages, Paperback
First published November 12, 2002
9 people are currently reading
899 people want to read
About the author
Jackie Huba
12 books20 followersJackie Huba is the author of the new book Fiercely You: Be Fabulous and Confident by Thinking Like a Drag Queen, which helps people become more self-assured and fearless at work and in life. She translated the book into an unforgettable TEDx Talk in Vancouver in 2015. Making TED Talk history, her presentation “Unleash the Power of Your Inner Drag Queen” was the first ever TED Talk to be done by a female drag queen. She author of three previous books on customer loyalty, including Monster Loyalty: How Lady Gaga Turns Followers into Fanatics. A sought after keynote speaker and consultant, Jackie has helped leading companies such as Discovery Communications, Whirlpool, and Dell create more loyalty in their customer base. She lives in Austin, Texas.
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Displaying 1 - 15 of 15 reviews
January 19, 2014
I read most of this book a few years ago, and tried to incorporate the principles into generating genuine loyalty among our customers when I ran a local telecommunications company. I have just re-read the book, finishing it this time. While the language is somewhat dated (one of the themes is titled "Napsterize Your Knowledge", the validity of these tenets couldn't be more fresh or more valid in today's world of Instagram, Twitter and the Facebook fan page.
The book's biggest takeaway is that listening to, building relationships with and validating the customer is the path to creating customer evangelists who spread the gospel of your brand. The book expounds on six core themes of customer evangelism with case studies of companies employing this wisdom, such as Krispy Kreme Donuts, Southwest Airlines, Build-A-Bear Workshop, and the Dallas Mavericks.
The six tenets are:
1. Customer plus delta - know what your customers love about you, and what your customers think you need to improve on to become even better
2. Napsterize your knowledge - be generous in sharing your intellectual capital in ways that can easily be passed on. Become an information resource in your industry, without being afraid of externalizing internal knowledge.
3. Build the buzz - use natural networks to create infectious word of mouth by building relationships with influencers and getting people talking about your products and services.
4. Create community - find ways to create a sense of belonging among your customers; help them to bond with you and with each other.
5. Bite-sized chunks - find ways to chunk off bits of your products and services to make it easy for potential customers to try out.
6. Create a cause - rally customers around something bigger than yourself. Sell the dream.
One of the biggest caveats comes in the introductory chapters. None of these doctrines will "work" if they do not have their foundation in the heart of the company's leadership. The company culture will be a reflection of the chief executive's attitude toward relationships, and his or her personality. If the company is being led by someone who does not work well with people, then most likely this will trickle down to the way the company treats its customers and ultimately to the success or failure of the business.
The book's biggest takeaway is that listening to, building relationships with and validating the customer is the path to creating customer evangelists who spread the gospel of your brand. The book expounds on six core themes of customer evangelism with case studies of companies employing this wisdom, such as Krispy Kreme Donuts, Southwest Airlines, Build-A-Bear Workshop, and the Dallas Mavericks.
The six tenets are:
1. Customer plus delta - know what your customers love about you, and what your customers think you need to improve on to become even better
2. Napsterize your knowledge - be generous in sharing your intellectual capital in ways that can easily be passed on. Become an information resource in your industry, without being afraid of externalizing internal knowledge.
3. Build the buzz - use natural networks to create infectious word of mouth by building relationships with influencers and getting people talking about your products and services.
4. Create community - find ways to create a sense of belonging among your customers; help them to bond with you and with each other.
5. Bite-sized chunks - find ways to chunk off bits of your products and services to make it easy for potential customers to try out.
6. Create a cause - rally customers around something bigger than yourself. Sell the dream.
One of the biggest caveats comes in the introductory chapters. None of these doctrines will "work" if they do not have their foundation in the heart of the company's leadership. The company culture will be a reflection of the chief executive's attitude toward relationships, and his or her personality. If the company is being led by someone who does not work well with people, then most likely this will trickle down to the way the company treats its customers and ultimately to the success or failure of the business.
March 24, 2011
In a nutshell, I feel the concept of this well-written and popular business book can be summed up in this paragraph from its first chapter:
"We're drowning in a sea of media and information overload. In a world with so much choice, how do people make decisions? By relying on trusted friends, colleagues, or family members. In the new world of marketing, evangelists act as key influencers on future customers. The ideal scenario is when a customer has been made on your behalf well before they hand over their credit card."
Being a part of an industry as over-saturated as photography, the push to market one's self can be difficult -- but I'm a big believer in the power of word of mouth marketing. Creating loyalty with clients -- and, in many cases, turning them into friends -- has been a big factor to growing my business (and I know the same is true of other hard-working photographers out there).
For "Creating Customer Evangelists", McConnell and Huba outline a set of key concepts they believe serves as the perfect equation for gaining these customer evangelists. Those concepts in summary (adding them here will be a great point of reference for me in the future as I want to work on making each applicable to my own biz):
• Customer Plus-Delta: Continuously understanding what customers love about you and what they'd like to see improved.
• Napsterizing your knowledge: Sharing your intellectual capital in ways easily passed on to others.
• Build the buzz: Using natural networks that exist to get people talking.
• Create community: Finding ways to create a sense of belonging among your customers.
• Bite-sized chunks: Developing easily digestible pieces for new evangelists.
• Create a cause: Rallying customers around something bigger than you.
Throughout the text, the authors share case studies of successful companies known for having a strong contingent of customer evangelists (and, at the end of each chapter about them, hit on the touch points of how their businesses specifically tackle those concepts above, which makes for a great way of reenforcing the book's key messages). I loved reading the chapter about Mark Cuban and his out-of-the-box thinking regarding his ownership of the Dallas Mavericks. And while I may scoff at the ridiculous of helping my niece build one of her bears in the store, Maxine Clark, CEO of Build-A-Bear, made for a fascinating profile too.
Great read for biz book lovers, marketing junkies and those who are self-employed.
"We're drowning in a sea of media and information overload. In a world with so much choice, how do people make decisions? By relying on trusted friends, colleagues, or family members. In the new world of marketing, evangelists act as key influencers on future customers. The ideal scenario is when a customer has been made on your behalf well before they hand over their credit card."
Being a part of an industry as over-saturated as photography, the push to market one's self can be difficult -- but I'm a big believer in the power of word of mouth marketing. Creating loyalty with clients -- and, in many cases, turning them into friends -- has been a big factor to growing my business (and I know the same is true of other hard-working photographers out there).
For "Creating Customer Evangelists", McConnell and Huba outline a set of key concepts they believe serves as the perfect equation for gaining these customer evangelists. Those concepts in summary (adding them here will be a great point of reference for me in the future as I want to work on making each applicable to my own biz):
• Customer Plus-Delta: Continuously understanding what customers love about you and what they'd like to see improved.
• Napsterizing your knowledge: Sharing your intellectual capital in ways easily passed on to others.
• Build the buzz: Using natural networks that exist to get people talking.
• Create community: Finding ways to create a sense of belonging among your customers.
• Bite-sized chunks: Developing easily digestible pieces for new evangelists.
• Create a cause: Rallying customers around something bigger than you.
Throughout the text, the authors share case studies of successful companies known for having a strong contingent of customer evangelists (and, at the end of each chapter about them, hit on the touch points of how their businesses specifically tackle those concepts above, which makes for a great way of reenforcing the book's key messages). I loved reading the chapter about Mark Cuban and his out-of-the-box thinking regarding his ownership of the Dallas Mavericks. And while I may scoff at the ridiculous of helping my niece build one of her bears in the store, Maxine Clark, CEO of Build-A-Bear, made for a fascinating profile too.
Great read for biz book lovers, marketing junkies and those who are self-employed.
December 27, 2012
My Amazon review: 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.
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.
May 29, 2016
What is a customer evangelist? Ben McConnell and Jackie Huba gives an in-depth explanation of what that means by researching companies like Build-A-Bear, Southwest, Krispy Kreme and other like-minded businesses to show important it is to their bottom line. This book was published in 2003. Some of their statistical information is dated, but the principles of customer evangelism are still relevant today. Highly recommended for those entrepreneurs who want to build their business through this concept.
November 27, 2019
If you own or operate a business. Read his book to realize why you exist and who you exist for. Great and simple read to help you identify the importance of the customer and how to rate your business in regard to customer satisfaction.
Also, amazing case studies on Mark Cuban and The Mavericks, Southwest airlines(my favorite), and Build a Bear. These are the people that do it right. Customers always first.
Also, amazing case studies on Mark Cuban and The Mavericks, Southwest airlines(my favorite), and Build a Bear. These are the people that do it right. Customers always first.
August 6, 2008
Jackie Huba is great--I saw her speak and she's really good. If I wasn't into being an evangelist for the things I dig, I wouldn't take the time to review any books on this website. I like the blending of church language into marketing language. I really like this book and it's helpful for my work.
February 25, 2010
Ooooo, this is a super marketing book! I usually don't get too excited over business publications, but this is so common sense and has such practical suggestions that you can put into place immediately, while working on your larger plan. The real life examples really help identify what would work for your business. The bibliography also identifies several other key books to read.
May 22, 2012
Awesome examples and a well-defined plan to create customer evangelists including: Customer Plus-Delta, Napsterize your knowledge, build the buzz, create community, bite-size chunks, and create a cause.
October 23, 2007
Good companion workbook. Does a good job of breaking down the strategy into parts and providing applicable questions for discussion.
October 13, 2008
I keep reading this over and over and loan it around and tell people about it. A great thing. Enjoy the different stories of the different companies.
January 13, 2010
interesting information, but I was hoping for more how-to-do-it ideas. I did not finish the book.
July 29, 2013
an oldie but a goodie. thanks getAbstract!
August 6, 2014
Pretty good stuff, may be a little on the anecdotal side of things, but could prob be put to good use nonetheless
April 12, 2008
Another Awesome Read.
January 15, 2018
Okay. Dated examples now, but solid principles of the importance of community and interesting case studies of top down customer service. Also attaching personality (eg accountability, connection) to all business communications.
Displaying 1 - 15 of 15 reviews