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The Hidden Power of Your Customers: 4 Keys to Growing Your Business Through Existing Customers (Englisch) Gebundene Ausgabe – 22. Juli 2011


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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.

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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!

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Amazon.com: 21 Rezensionen
2 von 2 Kunden fanden die folgende Rezension hilfreich
A must read for marketers 23. Februar 2012
Von Prof Rolando Irizarry - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
"The Hidden Power of Your Customers" is a revolutionary text for marketers. I use Becky's book in my graduate level customer-focused marketing class at Johns Hopkins Carey Business School, because it is a perfect example of the current state of marketing. The dynamics of marketing have dramatically shifted and Becky's blueprint on what it takes to engage and establish loyal relationship strategies are gracefully put into context with sound examples. This book is a must for evolving marketers.
1 von 1 Kunden fanden die folgende Rezension hilfreich
Ignore at your own peril 22. Juli 2011
Von Steve Woodruff - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
Don't read this book - unless you actually want to grow your business by pleasing customers. For years, Becky has written and taught about customer service, and with this book, she provides a step-by-step handbook for making customer service primary. The "Hidden Power" of your Customers is that there is far more growth to be gained by turning customers into more loyal customers (who will then sell you to others), than going out and trying to make new sales while neglecting current clients. Best chapter title award goes to chapter 12: Ignore Customers at Your Peril.
While the structure of the book has a bit of a textbook feel, there are lots of case studies sprinkled throughout. This book, like a number of recent titles (Trust Agents, NOW Revolution, Killing Giants) more than hints at the fact that what is really needed is core cultural change, not some gloss of a few tactics. Ignore this book at your own peril!
1 von 1 Kunden fanden die folgende Rezension hilfreich
Lots of yellow ink 8. August 2011
Von Kathy Baughman - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
In the introduction to "The Hidden Power of Your Customers", Becky Carroll encourages readers to use a highlighter as they read. By the end of the book, I had more yellow highlighter throughout than untouched pages. The book is full of practical advice about unleashing the power of existing customers to: go from satisfied customers to ones with deep affinity, increase their LTV, spread word of mouth and drive referals. The book contains case studies, checklists, metrics and more. I particularly liked the core consept that brands spend the bulk of their marketing dollars on finding new customers and fail to unlock the value of existing customers. In this age when companies confuse followers or fans with true brand asdvocates, it is refreshing to read about a process that makes customers the focus. Not only do "Customers Rock" but so does this book.
1 von 1 Kunden fanden die folgende Rezension hilfreich
WOW! Must Read for Everyone! 24. Juli 2011
Von Michael Brito - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
Becky delivers awesome advice and keen insight as to why customers should be the focal point of any organization. She gives real life examples and case studies and even draws on many of her own experiences. Chapter 9 is my favorite. Becky writes about creating a culture of customer service; and the key point is that organizations should trust each other (the employees) and essentially be able to solve their own problems and challenges if they want to successfully solve customer problems.

Outstanding book for everyone in the organization from the CEO on down to the customer support agent.
Well done, Becky. 20. August 2011
Von Esteban Kolsky - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
Becky has done an excellent job of compiling her experience into morsels of wisdom about how to work with your customers to improve your business.

Throughout her career, she has done a tremendous job of helping her customers achieve new levels of customer-centricity, and now she is telling you how. You better listen, she has more experience doing this that most other people I know. When I found out she was writing a book, I was expecting it to be a compilation of tips and lessons learned, but she surpassed my expectations.

Her book is easy to read, and it is not intended to be a "self-help" manual on how to succeed at business without even try - rather it is very well structured to help organizations in their journey to become better at Customer Service. She doesn't just focus on the soundbites or insights to promote a point, she explains it very well, uses plenty of case studies (with commentary as to what and why it worked), and even tells you about those instances where it did not work as intended.

To accomplish all this, she has done ample research and extensive interviews with many, many practitioners, thought leaders, and analysts. She has compiled all this information, processed it into easy to understand insights, and then explained in detail why it would or would not work well. I had a short interview with her, and I am thoroughly impressed as to how well she extended that interview by adding more data, more insights, and more case studies that I could've ever have done.

I read plenty of books on Customer Service - more than I can recall, but none before this struck me as reference volumes, more like a few interesting lines here and there. This book is very complete, and can help you deploy a customer-centric strategy that will help you improve your relationships with your customers.

Becky wrote the book I wanted to write about Customer Service - but better. Well done.
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