In Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, authors Ben McConnell & Jackie Huba explain how to convert customers into influential and enthusiastic evangelists. The book 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. Many companies have been effective at applying the book's "six basic tenets" to create evangelists for innovation and sales growth.
The book explains how IBM, Southwest Airlines, The Dallas Mavericks, and SolutionPeople have successfully built their customer base and created targeted marketing programs to involve their biggest fans. These programs have produced legions of unofficial salespeople and a cost-effective and powerful marketing force. McConnell & Huba interviewed SolutionPeople's Gerald Haman, clients, and spent several days at the Thinkubator, and wrote a book chapter entitled The High-Flying Solutionmanthat chronicles Haman's 20 years of growing his business through customer evangelism.
6 Tenets to Create Customer Evangelists 1. Customer plus-delta: Continuously gather customer feedback. 2. Napsterize knowledge: Share knowledge freely. 3. Build the buzz: Build word-of-mouth networks. 4. Create community: Encourage communities of customers to meet and share. 5. Make bite-size chunks: Devise specialized, small offerings to get people to bite. 6. Create a cause: Focus on making the world, or your industry, better.
Download a PDF of the entire chapter from the book on SolutionPeople’s applications of the Six Tenets by clicking HERE. Order the book from Amazon.com by clicking HERE.