About the book
Noah Fleming's case is that many companies chase new customers at the expense of the ones they already have, buying a brief spike in metrics while one-time buyers fail to return and revenue drains away. He argues for shifting resources from acquisition to engaging the existing base. Through stories and action steps, it sets out three qualities he calls the 3Cs (content, character and community), loyalty programs that turn satisfied customers into advocates, and pruning customers who drain time and money. It also covers authenticity on social media and an expectations gap that can push customers away. Fleming holds that retention is the root of strong companies of every size, from Internet startups and family shops to multinationals.
Seth Godin endorsed it, praising its memorable examples, its common sense and its grasp of what makes a business thrive.
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This book has 1 recommendation
Seth Godin (Author & Entrepreneur)
Noah has woven together memorable examples, detailed common sense and an innate understanding of what makes a business thrive. Hunting for new customers wherever you can find them doesn't make a whole lot of sense.
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