My passion for constant learning and staying sharp in a professional sense leads me to a business-minded book from time to time. Noah Fleming’s Evergreen: Cultivate the Enduring Customer Loyalty that Keeps Your Business Thriving was more of a mention than a recommendation during a phone conversation with my good friend Tom Altman.
This book also represents the first one I’ve read on a Kindle Paperwhite device. I remain a huge fan of the physical book. However, I purchased the device around Christmas as I travel often and wanted a lightweight option for my reading habits. I like it so far. I remain skeptical but willing to give it a try in certain situations.
The theme of the book is to tell marketing and business professional this: “You need to rid yourself of the new customer addiction and focus more on existing customers.”
To do this, Fleming uses what he calls the three C’s: Character (Your company), Community (Your customers) and Content (Your marketing) as foundations. He explains and provides examples of each that were simple to understand and it resonated with me.
He also makes clear that the single most valuable asset any business has is it’s customer base. I can hear many folks saying but, “People are your greatest asset.” This became crystal clear to me running a business. Yes, your people provide an advantage in the marketplace and many other things. But, the customer base is what allows all else to thrive in the growth of the business.
The biggest lesson I took away from the book is the need to constantly consider, analyze and refine the emotional impact of the customer experience. To highlight how impactful that was for me, I’m currently working on a real-world world example using this methodology. Marketers may find this a novice exercise. I understand the emotional impact during the sale process fairly well, but I have not yet intentionally applied it to the process that happens after you acquire a customer.
The book provides good information and recommendations on loyalty programs, promotions and customer intelligence that is useful for any level of marketing professional.
The book widely available at your favorite outlet or at Noah Fleming’s website. It is not, however, available at the Amarillo Public Library.