This book will change the way you think about your customers. Some companies are ahead of the game when it comes to customer retention. They're doing so much right for their existing customers that they have a loyal following of brand evangelists. These are "Customers Rock!" companies that have built their businesses by unleashing the potential that's hidden within their current customers.
But many other companies have a long way to go. Loyal customers get very little in return for their business. New customers get the sales and marketing attention, the cool social media outreach, and the best deals. Feeling unrecognized and neglected, once-loyal buyers seek better treatment elsewhere. Additionally, the onset of social media is driving a major change in customers' behaviors, making it highly risky not to focus on existing customers. It's time to get back to the basics. It's time to return to the customer.
Through practical tips and real-world case studies, The Hidden Power of Your Customers offers four key strategies for retaining and achieving growth from existing customers, which include:
* Relevant Marketing, which requires that you listen to your customers, and then deliver the messages they want to hear through their preferred channels
* Orchestrated Customer Experience, where you craft the right experience for your customers
* Customer-Focused Culture, in which you maintain strong company values, hire the right employees, and empower those employees to make a difference
* Killer Customer Service, which creates positive experiences that are virally shared
Loyalty is a precious commodity, and your existing customers are your most valuable assets. This easy-to-read and practical guide features useful steps, inspirational stories, and real-world examples so that you can create a customer strategy that keeps customers coming back (and telling their friends and colleagues). Discover the power your business already has at its fingertips. Build on the ROCK strategy, and find the hidden power of your customers.
Praise for The Hidden Power of Your Customers
"At Zappos, we found that the more we invested in the customer, the more loyal they were, and the more we grew from word of mouth. Today, we take most of the money we would have spent on paid marketing or advertising and invest it into the customer experience instead. The Hidden Power of Your Customers explains why this works and why all companies should think this way."-Tony Hsieh, CEO, Zappos.com, Inc., New York Times bestselling author of Delivering Happiness
"Your customers do have power, and here's a great primer full of practical advice and how-to tips for unlocking that power and using it to grow your business from Becky Carroll, a practitioner who's always worked on the leading edge of customer service!"-Don Peppers and Martha Rogers, PhD, coauthors of Rules to Break & Laws to Follow
"For anyone who has ever wanted to focus less on sales, get better customers, and make more money in the process, this book gives you a road map to make it all happen." -Rohit Bhargava, EVP at Ogilvy, author of Personality Not Included
"This book is a must-read for every business that wants to unleash the true value of their customers. Becky Carroll is explicit in articulating the business value of customer advocacy and how it will drive business results for every organization regardless of the size, industry, and vertical."-Michael Brito, Vice President, Edelman Digital, author of Smart Business, Social Business
"You'll learn how to refocus your energy toward boosting sales by taking care of the people you need to impress the most-your current customers. The principles found in Becky's blog 'Customers ROCK' are sound, and I highly recommend this book for anyone who wants a fresh take on one of the oldest problems around."-John Bernier, Social Media Steward, Best Buy
"After you read this book once, you won't just put it back on your shelf. You'll keep coming back to it for inspiration, explanation, and as a practical guide any time you want to be reminded exactly how to design an amazing customer experience."-Emily Yellin, journalist, and author of Your Call Is (Not That) Important to Us: Customer Service and What It Reveals About Our World and Our Lives
FOREWORD BY BRIAN SOLIS, AUTHOR OF ENGAGE!