CONTENTS
Introduction: Seeing the Forest for the Trees
1 Debunking the Myth: New Customers Will Not Save Your Business
The Allure of New Business Can Be Fatal
We’re All Addicted to Sex—and What That Means for Your Business
The Latest Boardroom Buzzword: Customer-Centricity
Introducing the Evergreen Marketing Equilibrium
2 Surveying the Landscape: The Essential Components of an Evergreen Organization
Orchestrating the Three Cs, So They Play in Harmony
3 Examining the Principle of Character: The Botany of Your Company
The Power of Telling a Good Story
Building the Character of Your Organization
Distinguishing Between Character and Caricature
Creating Your Corporate Character
4 Examining the Principle of Community: Creating a Forest from a Single Seed
Why Should You Build a Community?
The Difference Between a Tribe and a Community
Building Your Customer Community
5 Examining the Principle of Content: The Beauty of Having a Multitude of Branches
Evaluating the New Customer Experience
Knowing What Business You’re In
Keeping Focused on Why You Do What You Do
Knowing When More Content Is Better—and When It’s Not
Going Beyond “the Transaction”
6 Becoming Intimately Familiar with Your Customers: Getting Your Hands in the Soil
Why Customer Lifetime Value Is Broken—and How to Fix It
Creating Your Ideal Customer Archetypes
Communicating with Your Archetypes
Capitalizing on the Natural Synergy of Thoughtful Marketing
7 Getting Loyalty Programs Right: Building a Tree House and Letting Your Customers Climb to Reach It
Developing (or Refining) Your Loyalty Program
Designing Your Customer Loyalty Action Plan
8 Articulating a New Approach to Customer Service: Tending to Your Garden (and Pulling Those Weeds!)
Giving Yourself Permission to Fire Bad Customers
Determining Which Customers You Should (and Shouldn’t) Fire
A Commonsense Approach to Customer Service
Scrutinizing Your Company’s Weak Spots
9 Gathering Customer Intelligence: Examining the Botany of Individual Leaves
Recognizing When Customers Leave Money on the Table
Choosing Your Data Collection Tools
Getting Your Customers’ Information
Tracking (and Changing) Your Customers’ Behavior
10 Bringing Back Lost Customers: Bringing Wilted Leaves Back to Life
Identifying When the Customer Relationship Is Over
Figuring Out Why Customers Leave in the First Place
Solving Your Customer Attrition Problems
Building Effective Attrition Alarm Systems
Implementing Your Reactivation System
Managing Your Expectations About Reactivation
11 Bringing In New Customers: Creating Optimal Growing Conditions
Creating Customer Loyalty with the First Transaction
Communicating with the Customer After the Honeymoon Is Over
Preparing for a (Hopefully Insanely) Successful Promotion
Afterword: The End Is the Beginning
Free Sample Chapter from Customer Experience 3.0 by John A. Goodman