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

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.