EVERGREEN: CULTIVATE THE ENDURING CUSTOMER LOYALTY THAT KEEPS YOUR BUSINESS THRIVING

Book ID/图书代码： 00431013B64901

English Summary/英文概要： Loyal customers are the beating heart of every great business. So why do so many companies act like adrenalin junkies, chasing after new customers at the expense of creating deeper, more profitable relationships with the ones they already have? "Evergreen" exposes the mad pursuit for what it is: a brief spike in metrics and an ongoing revenue drain, as one-time customers fail to return. A better solution is to shift resources from attracting new customers to engaging the base--the path to stable growth, season after season. The book’s entertaining stories and action steps reveal how anyone can: Cultivate the 3Cs of evergreen companies: character, community, and content - Build loyalty programs that turn satisfied customers into enthusiastic advocates - Nurture profitable customers while pruning those who sap time and money - Inject authenticity into social media communications - Invert the expectations gap that can drive customers away From Internet startups and mom-and-pop businesses to multinational giants, strong companies are rooted in customer retention. "Evergreen" helps anyone merge high-tech tools with the personal touch to forge lasting bonds and steady profits.

Chinese Summary/中文概要： 忠诚的客户是每一个大企业的核心。那么，为什么这么多的公司像肾上腺素瘾君子，以与那些他们已经拥有的客户创造更深，更有利可图的关系为代价追逐新客户？《常绿》探索了疯狂追求的是什么：一次性客户无法返回的短暂的指标上扬和持续的收入流失。一个更好的解决方案是转化从吸引新客户到接合基础的资源——一季又一季的稳定增长路径。这本书的有趣故事和行动步骤揭示了任何人都可以：培养常青公司的3c：人物，社区和内容。

——建立客户忠诚度计划将满意的客户变为热烈的拥护者。——培育有价值的客户，同时修建有空余时间和金钱的客户。——将真实性注入到社交媒体传播中。——转化期望差距可以驱动用户远离跨国巨头的互联网创业和家庭经营企业，实力雄厚的公司都植根于留住客户。《常绿》帮助人融合高科技手段与个人风格来开拓结缘和获得稳定的利润。(LNL)

Awards/获奖情况：“诺亚编织了令人难忘的例子，详细的常识，以及对是什么让一个企业茁壮成长的内部理解。寻找新的客户，无论你是否可以找到都没有多大关系。”——赛斯高汀/《所有营销都是骗子》的作者

"Noah has woven together memorable examples, detailed common sense and an innate understanding of what makes a business thrive. Hunting for new customers wherever you can find them doesn’t make a whole lot of sense." Seth Godin / Author All Marketers are Liars

About the Author/作者介绍： 诺亚•弗莱明是“弗莱明咨询股份有限公司”的战略营销专家兼首席执行官。他为成千上万的企业主，高管和个人提供辅导和咨询服务，是“快速公司”的专家博主，以及环球邮报和商业报告的嘉宾博主。

NOAH FLEMING is a strategic marketing expert and CEO of Fleming Consulting & Co. He has provided coaching and consulting services for thousands of business owners, executives, and individuals, and is an expert blogger for "FastCompany "and guest blogger for "The Globe and Mail’s" "Report on Business."

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Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

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