Ignore a valid complaint and you could be the next viral sensation for all the wrong reasons. But give in to every demand and you may be consumed with the often petty complaints of your worst customers and wind up pandering to them with freebies, discounts, and special attention. That will cost you time and money, and perhaps worse, do little or nothing to solve the root problem.
Dealing with Difficult Customers will show you:
How to stop using gimmicks and trick promotions to encourage repeat business and the alternatives that will keep your customers salivating for more.
How "Hungry Hippos" and "Problem Children" are sapping your employees time and energy and what to do about them.
The behaviors that turn great customers into dissatisfied critics and how to change them.
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 (and decipher once and for all what that actually really means!)
-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.
