Is Your Company Seeing The Forest For The Trees?
EVERGREEN: Cultivate the Enduring Customer Loyalty that Keeps Your Business Thriving (AMACOM)
About Evergreen: Evergreen is a funny, highly pragmatic and detailed playbook on customer retention, customer experience, and customer strategy. The book suggests to readers that most organizations are “addicted to sex” – the thrill of the chase of gaining new customers – as opposed to “looking for love” – finding worthwhile customer relationships that will last for years and years. In addition, many companies fail to analyze the profitability of their existing customers or the potential profitability of different types of new ones. As a result, companies lurch from one customer base to the next—losing some of their most valuable customers, as well as, gaining others many of whom turn out to be duds. Fleming describes this phenomenon in Evergreen to that of how trees lose their leaves each fall.
The Foreword was written by Alan Weiss, who has worked with clients such as Merck, Hewlett-Packard, GE, Mercedes-Benz, State Street Corporation, Times Mirror Group, The Federal Reserve, The New York Times, and over 400 other leading organizations.
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