Creating Customer Evangelists | Jackie Huba

Summary of: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Salesforce
By: Jackie Huba

Introduction

Are you ready to turn your customers into raving fans who’ll voluntarily promote your products or services? Dive into this summary of ‘Creating Customer Evangelists: How Loyal Customers Become a Volunteer Salesforce’ by Jackie Huba to explore the effective principles used by companies like Krispy Kreme Doughnuts and Southwest Airlines. Learn how these organizations leveraged the power of customer evangelism to bolster their success and overcome challenges. This summary will not only reveal the six invaluable techniques used by these companies but also provide real-world examples that demonstrate the positive impact of evangelism on their businesses.

The Power of Customer Evangelism

In a world where consumers are bombarded with promotional messages, referrals from trusted people remain the most potent form of marketing. Companies thus seek to create customer communities and turn their products or services into superstars. A loyal customer is not necessarily an evangelist, as loyalty often stems from rewards and incentives, which can disappear. In contrast, a customer evangelist feels intrinsic attachment to a product or service, which reflects their values and worldview. Evangelists’ enthusiasm and devotion result in enthusiastic referrals and a sense of closeness to the company. They forgive occasional service failures but provide feedback to companies proactively. They evangelize for free out of their sincere satisfaction. Companies that create customer evangelists often form customer communities that amplify the effects of evangelism. The concept of the customer evangelist has gained popularity as a way for companies to harness the power of their most satisfied customers.

Building Customer Devotion

Building customer loyalty requires all-encompassing marketing efforts and permeating the belief system of the entire company. According to the book “Creating Customer Evangelists,” six basic principles help companies build loyal followings among their customers. The first is the “Customer Plus-Delta,” where companies actively seek both positive and constructive feedback from customers. Another principle is “Napsterize,” which refers to allowing consumers access to a company’s intellectual property. The book also highlights the importance of creating better buzz, generating a community, breaking products into bite-size chunks, and supporting a worthy charity. Successful companies like Krispy Kreme Doughnuts and Southwest Airlines have implemented these concepts to turn their customers into evangelists.

Krispy Kreme’s Recipe for Customer Fervor

Krispy Kreme’s success lies in creating memorable experiences and encouraging customer feedback to avoid commoditizing their products. The company’s high-quality and great-tasting doughnuts, visible doughnut-making operation, and corporate generosity, including discounted doughnuts to local charities, attracts loyal customers and boosts sales. The company responds to customer feedback by implementing store improvements, drive-through facilities, and the “Hot Doughnuts Now” sign, a 40-year-old marketing tool, and offers free samples and occasional free doughnuts for long wait times. The book highlights the importance of organic customer evangelism and prioritizing customers over Wall Street profits, evident in Krispy Kreme’s near-religious following, with $394 million in revenues and profits of $26 million in 2002.

Want to read the full book summary?

Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.
You need to agree with the terms to proceed