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Chapter Overview
Chapter 1: AudiobookHub Recommendation
Chapter 2: Character, community, and content are the three Cs powering a truly evergreen business.
Chapter 3: A company’s motives, values and beliefs define its character.
Chapter 4: Forge deeper relationships with your customers by nurturing community.
Chapter 5: Content includes everything the company does, and also the value it delivers.
Chapter 6: Instead of seeing your customers in terms of averages, get to know who they truly are.
Chapter 7: Strategically design loyalty programs that forge stronger bonds between customer and company.
Chapter 8: Customer service supports loyalty and weeds out chronically unprofitable, resource-draining customers.
Chapter 9: An evergreen business prioritizes reducing attrition and reactivating previously lost customers.
Chapter 10: Acquiring new customers matters less than building a strong relationship with existing ones.
Description
Evergreen (2015) is about keeping your business fresh and staving off stagnation that threatens its survival. Fleming outlines a philosophy that puts customers at the center of a company’s strategy, challenges conventional business wisdom and offers concrete advice for building long-term profitability.
Who Should Listen
- CEOs and marketing executives at small- and medium-sized businesses who want to rethink their customer relationships
- Sales directors seeking new ideas
- Start-up founders who want to build their business right