Millions of businesses pursue their natural instinct to chase after as many new customers as possible, but one Canadian marketing thought leader has a very different message. In fact, Noah Fleming preaches the proverb that less is more; instead urging businesses to create deeper relationships with their existing base and unleash the profitable power of true customer retention.
Fleming’s new book, ‘Evergreen: Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving’, guides organizations of any kind through growing their business steadily and strategically, to the point where any acquired customer can stick around indefinitely.
The book has become a rapid success; claiming Amazon’s #1 spot in the ‘Sales’ and ‘Marketing & Customer Service’ categories.
Loyal customers are the beating heart of every great business. So why do so many companies act like adrenalin junkies, chasing after new customers at the expense of creating deeper, more profitable relationships with the ones they already have?
Evergreen exposes the mad pursuit for what it is: a brief spike in metrics and an ongoing revenue drain, as one-time customers fail to return. A better solution is to shift resources from attracting new customers to engaging the base—the path to stable growth, season after season. The book’s entertaining stories and action steps reveal how anyone can:
- Cultivate the 3Cs of evergreen companies: character, community, and content.
- Build loyalty programs that turn satisfied customers into enthusiastic advocates.
- Nurture profitable customers while pruning those who sap time and money.
- Inject authenticity into social media communications.
- Invert the expectations gap that can drive customers away.
From Internet startups and mom-and-pop businesses to multinational giants, strong companies are rooted in customer retention. Evergreen helps anyone merge high-tech tools with the personal touch to forge lasting bonds and steady profits.
“Shifting to a culture of engaging the base is a practical process, and one I’ve guided hundreds of companies through,” explains Fleming, a regular contributor to the business section of Canada’s largest daily newspaper. “So I have worked tirelessly to balance the book with just enough case studies and theories to solidify the action-steps any business or entrepreneur can follow to put everything in place with relative ease. All of the tools and techniques are long-term, proven and fully-measurable.”
“We’ve hit a rut in most markets, one that is stunting the growth of millions of businesses failing to acquire new clients at the rate they once did. The truth is that they already likely have a large bedrock of satisfied customers who will do business with them again. My job, and the point of the book, is to help them re-engage with this base and transform a “previous customer” into a “lifelong repeat customer”. The opportunity is there and waiting for those wanting to embrace it.”
For more information and free purchase-related bonuses, visit: http://noahfleming.com/evergreen.