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Creating Customer Evangelists How Loyal Customers Become a Volunteer Sales Force By Ben McConnell and Jackie Huba Javier Avellán Schipul - The Web Marketing Company www.schipul.com Jackie Huba and Ben Martin at the ASAE Conference 2007 Flickr Photo by Schipulites

Creating Customer Evangelists

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Short presentation given internally at Schipul to discuss the book "Creating Customer Evangelists" by Ben McConnell and Jackie Huba.

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Page 1: Creating Customer Evangelists

Creating Customer Evangelists

How Loyal Customers Become a Volunteer Sales Force

By Ben McConnell and Jackie Huba

Javier AvellánSchipul - The Web Marketing Company

www.schipul.com

Jackie Huba and Ben Martin at the ASAE Conference 2007

Flickr Photo by Schipulites

Page 2: Creating Customer Evangelists

What we’ll cover

‣ How do people get information about…

‣ Do we have customer evangelists?... the 7 clues

‣ Six Tenets of Customer Evangelism

‣ Discuss what we are doing right and what we can improve

Page 3: Creating Customer Evangelists

How do people get info about…

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Word of Mouth

Advertising

SOURCE: Roper Reports

Page 4: Creating Customer Evangelists

Do we currently have any customers evangelists? (7 clues)

1. Passionately recommend us to friends, neighbors, colleagues?

2. Believe in our company and us?

3. Purchase our services as gifts?

4. Provide unsolicited praise or suggestions for improvements?

Do our customers…

Page 5: Creating Customer Evangelists

Do we currently have any customers evangelists? (7 clues

continued)

5. Forgive occasional sub par seasons or dips in customer service?

6. Refer clients without expecting a reward?

7. Feel part of something bigger than themselves?

Do our customers…

Page 6: Creating Customer Evangelists

Your turn:

What companies do you evangelize for?

Page 7: Creating Customer Evangelists

Your turn:

Who are our Evangelists?

?????????????????????????

Page 8: Creating Customer Evangelists

Six Tenets of Customer Evangelism

1. Customer plus-delta

2. Napsterize knowledge

3. Build the buzz

Page 9: Creating Customer Evangelists

Six Tenets of Customer Evangelism (continued)

4. Create community

5. Make bite-size chunks

6. Create a cause

Page 10: Creating Customer Evangelists

To Re-Cap

‣The importance of Word of Mouth advertising

‣7 clues to customer evangelism

‣6 Tenets

Page 11: Creating Customer Evangelists

‣Open Discussion

‣What are we are currently doing right?

‣What we can improve?

Javier AvellánSchipul - The Web Marketing Company

www.schipul.com