Summary

When customers are truly thrilled about their experience with your product or service, they can become outspoken "evangelists" for your company. This group of satisfied believers can be converted into a potent marketing force to grow your universe of customers.
Authors Ben McConnell and Jackie Huba know how to take your company's best customers and build them into influential, loyal, and enthusiastic evangelists. The year-long research project that led to Creating Customer Evangelists outlines the framework for developing evangelism marketing strategies and programs. The ultimate goal is to create communities of influencers who drive sales or membership for your company or organization.
From their research into the best practices of some of the most forward-thinking companies with legions of evangelists who spread the word, McConnell and Huba outline and explain the six basic tenets of creating customer evangelists:


Customer plus-delta: Continuously gather customer feedback.
Napsterize knowledge: Make it a point to share knowledge freely.
Build the buzz: Expertly build word-of-mouth networks.
Create community: Encourage communities of customers to meet and share.
Make bite-size chunks: Devise specialized, smaller offerings to get customers to bite.
Create a cause: Focus on making the world, or your industry, better.
McConnell and Huba profile highly successful companies to illustrate these tenets and prove how solid customer relationships build and sustain companies through good and rocky times. These in-depth company profiles provide real-life examples of evangelism marketing at work, including the opportunities and pitfalls of specific campaigns.
The book is intended for marketing managers and directors, entrepreneurs, and customer champions inside companies large and small. It's also intended for students and professors who require case studies for their research.
Foreward by Seth Godin.
©2003 Ben McConnell and Jackie Huba (P)2003 North & Clark Press
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Customer Reviews

Most Helpful
1 out of 5 stars
By S. Rayner on 02-09-12

Out of date and awful singing!

This is really old news - I think it's relevant to 2002 - doesn't even mention Facebook!

The idea is good, but this needs to be rewritten and brought up to date - feel a bit cheated with this.

Oh and they sing a horrible song about marketing managers which someone was obviously really proud of

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Customer Reviews

Most Helpful
4 out of 5 stars
By Paramjit on 25-11-08

Good Ideas for Entrepreneurs

This book will resonate with you if you are an entrepreneur or in sales. It touches on why it makes sense to cultivate customer evangelism. Basically it touches on the 6 tenets of custover evangelism; which are:
1 Customer + delta
2 Building the buzz
3 Napsterizing your product knowledge
4 Leveraging on and building Comunities
5 Make bite size chunks
6 Create a cause

I liked the first 2.5 hours which talks about the above subjects in detail. the next 3 hours talks about the case studies and can be a drag at times. The last half hour sums up the book which is worth reading as well.

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5 of 5 people found this review helpful

5 out of 5 stars
By Joshua M. Hudson on 02-05-07

Fantastics

I believe this book was not only brilliantly written but excellently presented between the two authors. Not only do they make a great argument with fantastic case study. Be sure to listen to the bloopers at the end as well!!!

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7 of 8 people found this review helpful

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