How To Increase Customer Loyalty

"Today's customers demand something unlike anything they have ever wanted in the past -- a connection with your business," explains Noah Fleming, author of the must-read book, Evergreen. "This means that in order to increase customer loyalty, you need to create a relationship with that customer on a deeper and much more profound level," adds Fleming.

And, to do this, you need to think in an entirely new way (at times even counter intuitively) about your market, your customers and your marketing offers.

Noah Fleming

Fortunately, in Fleming's timely and intensively relevant book, he shows you through strategies, exercises and examples what to do.

Fleming's techniques teach you how to acquire customers faster and how to create what he calls legitimate brand loyalty -- the type that helps to keep your business thriving.

One of the book's most compelling lessons for me was why it's so important to tell your customers your company's origin story. Fleming explains that it's critical that you build a rich and complex backstory about your company for your customers. Your customers want to know this story. So, as you share your story, answer these questions:

Who started the company?
When was it started? Where? How?
Why was it started?
What were the original visions or aspirations for the company?
What traditions has the company maintained since it began?

Also, in the book, Fleming also shows you how to:

Invert the expectations gap that can drive customers away.
Create loyalty programs that turn satisfied customers into enthusiastic advocates.
Measure the true cost of your customer acquisition efforts.
Communicate your values at every customer interaction.
Make social media communications with customers personal, genuine, and meaningful.

Most important, you'll learn how to build impeccable character, community, and content -- the Three Cs of evergreen companies.

Character (aka brand personality) -- by developing an organizational mindset about why you do what you do and how customers perceive you (what the first thing the customer thinks about when exposed to your brand).
Community -- by giving customers a sense of shared interests, viewpoints, or values, and a feeling of belonging. How you bring people closer together.
Content -- which basically means whatever the company offers -- products, services, food, advice, or information. Content is about what you do and how you do it. And, be sure to pay more attention to the experience and feeling your content creates than the actual content.

"An Evergreen organization," Fleming says, "has spent the time to continually cultivate and nurture relationships with its customers, from even before they were actually customers. Like the roots of an 800-year-old evergreen, strong customer loyalty is embedded into that relationship, and eventually those roots are capable of supporting tremendous and continuous growth."

Comments

Effective Listening: Do's And Don'ts

Here are some great tips from Michelle Tillis Lederman's book, The 11 Laws of Likability . They are all about: what to do and what not to do to be a leader who's an effective listener : Do : Maintain eye contact Limit your talking Focus on the speaker Ask questions Manage your emotions Listen with your eyes and ears Listen for ideas and opportunities Remain open to the conversation Confirm understanding, paraphrase Give nonverbal messages that you are listening (nod, smile) Ignore distractions Don't : Interrupt Show signs of impatience Judge or argue mentally Multitask during a conversation Project your ideas Think about what to say next Have expectations or preconceived ideas Become defensive or assume you are being attacked Use condescending, aggressive, or closed body language Listen with biases or closed to new ideas Jump to conclusions or finish someone's sentences

10 Quotes From The 5 Levels Of Leadership -- John C. Maxwell

Soon I'll post my full review of John C. Maxwell's latest book, The 5 Levels of Leadership . In the meantime, here are some of my favorites quotes from the book that I believe should become a must-read book by any workplace/organizational leader: Good leadership isn't about advancing yourself. It's about advancing your team. Leaders become great, not because of their power, but because of their ability to empower others. Leadership is action, not position. When people feel liked, cared for, included, valued, and trusted, they begin to work together with their leader and each other. If you have integrity with people, you develop trust. The more trust you develop, the stronger the relationship becomes. In times of difficulty, relationships are a shelter. In times of opportunity, they are a launching pad. Good leaders must embrace both care and candor. People buy into the leader, then the vision. Bringing out the best in a person is often a catalyst for

6 Ways To Seek Feedback To Improve Your Performance In The Workplace

Getting feedback is an important way to improve performance at work. But sometimes, it can be hard to seek out, and even harder to hear. “Feedback is all around you. Your job is to find it, both through asking directly and observing it,” says David L. Van Rooy, author of the new book, Trajectory: 7 Career Strategies to Take You From Where You Are to Where You Want to Be . As today's guest post, Van Rooy offers these six tips for how to get the feedback you need to improve performance at work . Guest Post By David L. Van Rooy 1. Don’t forget to as k : One of the biggest mistakes people make is assuming things are going perfectly (until they make a catastrophic mistake). By not asking, you’re missing out on opportunities for deep feedback: the difficult, critical feedback that gives you constructive ways to improve. 2. Make sure you listen : Remember, getting feedback is about improving your performance, not turning it into a “you versus the

How To Create And Live A Powerful Personal Brand

In her new book, Selling Yourself , Dr. Cindy McGovern shows you how to step-by-step create a powerful personal brand. Using her five-step strategy, you’ll learn how to build an impressive, authentic brand, live your brand and sell your brand. “Whether your brand has created itself, you’ve outgrown your original brand, you’re ready for the next level, or you’ve changed your passion or purpose, this book is for you,” shares McGovern. You’ll learn how to showcase your brand to expand your opportunities, establish trust, build deeper connections, have more confidence to ask for what you want, leave lasting impressions, and finally to express gratitude. One of my favorite parts of the book is where McGovern includes this quote from Mahatma Gandhi : Your beliefs become your thoughts. Your thoughts become your words. Your words become your actions. Your actions become your habits. Your habits become your values. Your values become your destiny. Dr. Cindy McGovern

How To Use The CPR Business Efficiency Framework To Eliminate A Team's Pain Points

In Nick Sonnenberg’s book, Come Up For Air , you’ll learn about his CPR Business Efficiency Framework , which stands for: C ommunication P lanning R esources This framework focuses on eliminating the pain points most teams experience by optimizing these three operation areas foundational to every organization. “In my book, I show you the tools that will boost efficiency in all three of these domains and I provide you with a detailed blueprint for the most effective ways to use them,” explains Sonnenberg. He further shares that some sections of the book may be more applicable to managers, and some may be more applicable to individual contributors. “However, it is still integral that both roles understand all of the concepts within the CPR Framework as each one benefits the team as a whole,” says Sonnenberg. As you read the book, you’ll learn what Sonnenberg has learned through years of building a leading efficiency consulting business – that the primary reason why so many teams

The Seven Dimensions Of Career Development

Seventy percent of U.S. employees report being at least somewhat likely to leave their current employer for another with a reputation for investing in employee learning and development, according to a Harris Polls study and as called out in the new book, Promotions Are So Yesterday: Redefine Career Development. Help Employees Thrive , by Julie Winkle Giulioni . “Career development, growth, and learning are among the top reasons employees accept, remain in, and/or leave a role,” states Winkle Gioulioni. And, “if you take nothing else from my book, I hope it’s this: The time-honored tradition of defining career development in terms of promotions, moves, or title changes is dead,” adds Winkle Giulioni. Therefore, she recommends leaders consider that there are seven other dimensions that can be developed through one’s career . “And when employees take off their blinders and become aware of the other viable and valuable ways they can grow, my research suggests that the promotion clim

Flashback: Best New Leadership Book Of 2014

Flashback to this post from early 2015 : After reading nearly 40 books about leadership released this year, my pick for the very best new leadership book of 2014 is, The Front-Line Leader: Building a High-Performance Organization from the Ground Up , by Chris Van Gorder . This book is my top choice because it : Covers the issues most important to today's workplace leaders Provides "real-world" and practical everyday steps you can take Gives you specific techniques and tactics Tells powerful, life-experience stories Capsulizes "Take Action" to do’s for you at the end of each chapter Reveals how to create a culture of accountability that creates a high-performing organization with a competitive advantage And, most important, because the entire premise of the book is: People come first! Today, Van Gorder is the President and CEO at Scripps Health , one of America’s foremost health systems with 14,000 employees and 2,600 affiliated physicians. He has presi

How To Build Immunity To Burnout In The Workplace

Raise your hand if you have ever experienced burnout during your career. I sense many raised hands. That is because workplace burnout is incredibly common. Burnout is a state of emotional, physical, and mental exhaustion caused by excessive and prolonged stress. It occurs when you feel overwhelmed, emotionally drained, and unable to meet constant demands. Burnout also means feeling unmotivated and feeling stuck and ineffective. And making too many personal sacrifices, wanting to leave your job, and having a bad or cynical attitude about your work. Fortunately, according to Dr. Kandi Wiens , author of the new book, Burnout Immunity , you can learn how to build immunity to burnout . More specifically, Wiens’ research shows that professionals who exhibit a high degree of emotional intelligence ( EI ) have the ability to clearly perceive, understand, and productively manage emotions, thoughts, and behaviors. They know it means: Understanding yourself. Managing yourself. U

How To Lead During COVID-19

Today, the following 10 leadership and business book authors answered this question for me: Question: While we surely will find ourselves challenged by COVID-19 in the foreseeable future, what is the most important thing a leader can do as they lead their business/organization? “Leaders have had some great opportunities as a result of COVID-19. Topping the list: hire the best people, not just the best people geographically convenient. The world just gave permission to have people working remotely. Take advantage. As a bonus tip, it is more important than ever to remember that your team is made of humans and this is an extremely difficult time for humans. Build in extra supports for your team.” -- Michael Solomon and Rishon Blumberg, co-authors of, Game Changer . “First, don’t allow yourself to become so overwhelmed and distracted by the uncertainties—what you don’t know—that you lose sight of what you do know, and what you can control. Second, you must establish a protocol for

Flashback: Best New Leadership Book Of 2014

Flashback to this post from early 2015 : After reading nearly 40 books about leadership released this year, my pick for the very best leadership book for 2014 is, The Front-Line Leader: Building a High-Performance Organization from the Ground Up , by Chris Van Gorder . This book is my top choice because it : Covers the issues most important to today's workplace leaders Provides "real-world" and practical everyday steps you can take Gives you specific techniques and tactics Tells powerful, life-experience stories Capsulizes "Take Action" to do’s for you at the end of each chapter Reveals how to create a culture of accountability that creates a high-performing organization with a competitive advantage And, most important, because the entire premise of the book is: People come first! Today, Van Gorder is the President and CEO at Scripps Health , one of America’s foremost health systems with 14,000 employees and 2,600 affiliated physicians. He has presided

Eric Jacobson On Management And Leadership

Search This Blog