Greetings, discerning readers.
Ben McConnell’s and Jackie Huba’s excellent 2002 book, Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, is a must-read for those looking to build customer loyalty on any scale.
Now, the Loyalty Duo has come out with a companion text. Their just-released "Creating Customer Evangelists Discussion Guide" helps organizational leaders begin the hard work of examining current belief systems toward customer loyalty. And they help you look at how existing programs are geared toward building word of mouth and customer evangelism.
The “Discussion Guide” functions as both a standalone booklet and a sidekick to the hardcover book. It’s designed for department heads, unit leaders, executives, entrepreneurs and change agents inside companies, as well as consultants who help organizations with marketing or customer loyalty. The guide is ideal for in-person or virtual discussion groups and includes tips on hosting roundtables.
This is a slim (24 pages) volume. But it sure packs a punch. Check it out in the MarketingProfs bookstore and tell me what you think.
As always, your feedback is both welcome and appreciated.
Until next week,