Evergreen: Cultivate the Enduring Customer Loyalty That Keeps Your Business Thriving

<b>Loyal customers are the beating heart of every great business. </b><br> <br> 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? <br> <br> 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. <br> <br> 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: <br> Cultivate the 3Cs of evergreen companies: character, community, and content<br> <br> Build loyalty programs that turn satisfied customers into enthusiastic advocates<br> <br> Nurture profitable customers while pruning those who sap time and money<br> <br> Inject authenticity into social media communications (and decipher once and for all what that actually really means!) <br> <br> 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.