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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.
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.
288 pages, Hardcover
First published January 1, 2015
22 people are currently reading
299 people want to read
About the author
Noah Fleming
7 books8 followersNOAH FLEMING is a strategic marketing expert and CEO of Fleming Consulting & Co. He has provided coaching and consulting services for thousands of business owners, executives, and individuals, and is an expert blogger for FastCompany and guest blogger for The Globe and Mail’s “Report on Business.”
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Displaying 1 - 25 of 25 reviews
April 29, 2015
The concept here is a good one. Breaking the addiction to acquiring new customers, which Fleming likens to a sex addiction, and focusing on taking care of the customers you have is the main idea in this book. There are some tips and tricks, as well as anecdotes to support. One criticism is that the book felt longer than it needed to be.
July 10, 2015
A long book with profitable substance on the most proficient method to keep our business evergreen. Author (Noah Fleming) discusses the significance of turning our emphasis on existing clients as opposed to concentrating on obtaining new clients.
Couple of procedures recorded on this book to keep the business evergreen:
3 C's (Character, Community and Content)
CLV (Customer Lifetime Value)
Pareto Principle (80/20 rule)
5-steps to build a company’s character
4P’s and 4C’s of marketing
Evergreen Diagnostic
Loyalty Programs
Messy Closet Theory
Employee Empowerment Policy
Customer Service Policy
RFM model (Recency, Frequency, and Monetary Value)
It's not stunning to know the way that just 10% of associations falls under Evergreen classification. However organization that takes after every one of the progressions above can be Evergreen.
Noah took samples from all the famous organizations on the planet like Uber, Zappos, Apple, Amazon, Audi, Crossfit, Chipotle, Google, Dropbox, Ben & Jerry's, the frozen yogurt organization, Lego, Crayola, or GoldieBlox and he named them as Creators. He portrayed a short story to discuss Complaints, Criticism and Feedbacks. The account of a traveler who had terrible involvement in a flight when he discover cockroach in the sustenance served to him and protestations the case to the President of the aircraft. What happens next was truly intriguing!
Omote-Ura (Japanese term to allude organization's public and private face), Caricature, Indoctrination and Archetypes are four new words that I gained from this book. The peruser will come to know when to utilize the Roach letter, Snail Mail and Stick Letters while taking care of distinctive sort of clients.
I exceedingly prescribe this book to business people who work for medium and large organization. Despite the fact that the substance of the book is longer than it required be, I gave 5 stars to Noah.
To know more about author and to see his video, refer my blog (http://myaudibleexperience.blogspot.i...).
Couple of procedures recorded on this book to keep the business evergreen:
3 C's (Character, Community and Content)
CLV (Customer Lifetime Value)
Pareto Principle (80/20 rule)
5-steps to build a company’s character
4P’s and 4C’s of marketing
Evergreen Diagnostic
Loyalty Programs
Messy Closet Theory
Employee Empowerment Policy
Customer Service Policy
RFM model (Recency, Frequency, and Monetary Value)
It's not stunning to know the way that just 10% of associations falls under Evergreen classification. However organization that takes after every one of the progressions above can be Evergreen.
Noah took samples from all the famous organizations on the planet like Uber, Zappos, Apple, Amazon, Audi, Crossfit, Chipotle, Google, Dropbox, Ben & Jerry's, the frozen yogurt organization, Lego, Crayola, or GoldieBlox and he named them as Creators. He portrayed a short story to discuss Complaints, Criticism and Feedbacks. The account of a traveler who had terrible involvement in a flight when he discover cockroach in the sustenance served to him and protestations the case to the President of the aircraft. What happens next was truly intriguing!
Omote-Ura (Japanese term to allude organization's public and private face), Caricature, Indoctrination and Archetypes are four new words that I gained from this book. The peruser will come to know when to utilize the Roach letter, Snail Mail and Stick Letters while taking care of distinctive sort of clients.
I exceedingly prescribe this book to business people who work for medium and large organization. Despite the fact that the substance of the book is longer than it required be, I gave 5 stars to Noah.
To know more about author and to see his video, refer my blog (http://myaudibleexperience.blogspot.i...).
May 19, 2015
Love the theory that is introduced in this book - I found it refreshing and motivational! The author does a nice job of giving an overview of his concept up front, followed by going in to more detail later in the book. The exercises described in the book are great for businesses of all sizes and types, wether their goal is to revamp a program or lay the foundation for a complete paradigm shift. I'm sure this book will be pulled off the shelves to be revisited again and again.
May 8, 2015
In his book Fleming provides a practical roadmap packed with strategies, stories, and tips on improving your business by cultivating deeper, more profitable relationships with your customers. The goal of the book is to teach you 3 significant rules that create loyal customers, how to build effective loyalty programs, and how to incorporate social media into any loyalty plan. The book is broken down into two parts. The first half of the book is a very strategic framework and so I recommend reading this part because I think it’s applicable to any type of business. That said if you’ve already got a successful business you can certainly hop to the second half of the book which is very tactical in nature with very specific action steps you can take.
For your convenience, we had Noah Fleming on our podcast, The Entrepreneurs Library, to give a deep dive on Evergreen. With Noah’s experience he gives amazing insight on how to master the art of organic customer loyalty. If you would like to get a more in-depth look from the author himself check out episode 216 on the EL website or you can find the show on iTunes.
For your convenience, we had Noah Fleming on our podcast, The Entrepreneurs Library, to give a deep dive on Evergreen. With Noah’s experience he gives amazing insight on how to master the art of organic customer loyalty. If you would like to get a more in-depth look from the author himself check out episode 216 on the EL website or you can find the show on iTunes.
November 11, 2015
This book has a very intuitive message in don't focus so much on gaining new customers that you ignore your existing ones. The 3 Cs of Community, Content and Character strike a balance between knowing who your customers are (in segments, not in generalities), what your product/message is to those customers, and thinking about your company as if it were a person with a personality. I listened to the audio book and ended up speeding up the playback as the book seemed to repeat itself several times. Overall, it is a good message.
February 16, 2015
I received Evergreen through Goodreads First Reads. The book was clear, concise, and provided plenty of complimentary examples. The focus of the book was how to build business and a brand by cultivating the 3Cs: culture, character, and content. As someone looking to start their own business, there was a lot of good examples of how focusing on the customer experience will keep people coming back. I just wish he had explained what B2B and B2C were.
March 18, 2015
Don't forget the important customer
Noah Fleming really nailed it with Evergreen. We focus on the new customer and not our greatest asset, the customer we service every day, month, etc.. The three 'C's are the principles that will keep your business alive. A must read for all entrepreneurs, CEO's, and anyone involved with customer relationship.
Thanks Noah for a great book to pass on to my team.
Noah Fleming really nailed it with Evergreen. We focus on the new customer and not our greatest asset, the customer we service every day, month, etc.. The three 'C's are the principles that will keep your business alive. A must read for all entrepreneurs, CEO's, and anyone involved with customer relationship.
Thanks Noah for a great book to pass on to my team.
October 15, 2015
The ideal and the easiest way to improve a business by 10% is not when we have new clients but when we focus on retaining the existing clients. The book is long and gives detailed information about the customer retention. Clients can be won when we maintain the 3C’s - Character, Community and Content. This book did give me more insights and the necessity behind existing clients. I give this book 4 stars.
February 21, 2015
Well thought, thorough book on keeping your business. Would like to give it to my boss to read too.
March 28, 2015
It's like reading books from Simon Sinek and Jay Abraham at the same time, while learning his own angle. Easily one of my favorite books in 2015.
May 28, 2015
To summarize the book ... Companies should follow the three Cs – character, community and content – to put customers first and build a strong evergreen business with long-term profitability.
This entire review has been hidden because of spoilers.
December 30, 2017
Evergreen by Noah is about business and creating a best relationship with customers and getting loyalty towards customers. Author talks about 3C’s Character - Understanding Why we do our product and What we do,Group - Creating the group of customers with same needs,Content - What our organization gives to the customers. And I liked 'Leaky bucket theory', This theory talks about customer gaining and losing. Keeping the existing customer is important point in business. When we concentrate on pouring new customer into our bucket with few hole in it, we will be losing our existing customer from those holes. We must concentrate and fixing the holes in our bucket (product). Understand our customer and fulfilling them will keep them with us.We must work on existing customers needs rather than working on getting new customer. I would like mention following quote which i liked, "If you want to experience dramatic growth within your organization, you must truly understand the relationship between profit, growth, customer relationships, employee empowerment, and customer service”. This is great book.
April 2, 2018
Didn't like the "trumpian" style - "read the next chapter - it will be AMAZING".
Also a lot of hyperbolized contradicting content - the book starts with dismissing companies because a lot of them do a/b testing on e-mails, but later in the book a lot of companies are actually "sending same message to everyone".
I'm pretty sure that a company smart enough to test various subject lines is also smart enough to customize content to customers.
There's a whole chapter dedicated to a weird idea that A LOT of companies only look at their average customer and later explains that you should segment your customers based on psychographic criteria.
Are there really companies that looked at their data, noticed their average customer is 37 year old female and then changed all communication pronouns to "she/her"?
Not convinced.
Also a lot of hyperbolized contradicting content - the book starts with dismissing companies because a lot of them do a/b testing on e-mails, but later in the book a lot of companies are actually "sending same message to everyone".
I'm pretty sure that a company smart enough to test various subject lines is also smart enough to customize content to customers.
There's a whole chapter dedicated to a weird idea that A LOT of companies only look at their average customer and later explains that you should segment your customers based on psychographic criteria.
Are there really companies that looked at their data, noticed their average customer is 37 year old female and then changed all communication pronouns to "she/her"?
Not convinced.
April 17, 2019
I just finished reading Evergreen, and along the way I've already been impacted by focusing on the three Cs: Character, Content, and Community. As someone who is very relationship driven and client focused, this book resonates deeply withe, and I appreciate Fleming's tone and practicality.
I highly recommend the read and will be using many of the concepts moving forward.
I highly recommend the read and will be using many of the concepts moving forward.
October 14, 2019
3Cs of evergreen companies: character, community, and content
December 27, 2019
Great content, very readable! Practical advice for retaining loyal customers for any size and type of business.
May 30, 2025
excellent!
nothing new, but a reminder of all the things that need to be done with actionable steps.
one for the re reads!
nothing new, but a reminder of all the things that need to be done with actionable steps.
one for the re reads!
May 21, 2015
One of the real idea of this book is the way to develop your business by 10% without including new clients. The author gives us bits of knowledge on the best way to hold your current clients.
The author demonstrates to us best practices to "Mine our present client list as well as achieve back to those organizations you used to work with and how to re-catch some of that business also".
By utilizing the 3c's the author gives more understanding on client loyalty and maintenance. The three Cs are:
• Character: Taking into account why you do, and what you do;
• Group: Making a group of clients with shared intrigues and needs;
• Content: What your organization offers to your clients. In what way!
Noah Fleming characterizes the different steadfastness projects, demonstrating to us which ones work and which don't by utilizing genuine samples from Starbucks to Delta Carriers.
With the section Terminating your clients, creator shows us how to know which client to flame, why and how is priceless. The creator sort between those clients who take up the most time and have the minimum net revenue; The troubled clients who will just never be upbeat regardless of what you do. The genuine sample of how Amazon manages troubled clients was a decent illustration.
Things I preferred from this Book;
* How to make a persisting and enduring client relationship
* Distinguishing the wrong clients
* How to maintain the business effectively regardless of what business you are
The author demonstrates to us best practices to "Mine our present client list as well as achieve back to those organizations you used to work with and how to re-catch some of that business also".
By utilizing the 3c's the author gives more understanding on client loyalty and maintenance. The three Cs are:
• Character: Taking into account why you do, and what you do;
• Group: Making a group of clients with shared intrigues and needs;
• Content: What your organization offers to your clients. In what way!
Noah Fleming characterizes the different steadfastness projects, demonstrating to us which ones work and which don't by utilizing genuine samples from Starbucks to Delta Carriers.
With the section Terminating your clients, creator shows us how to know which client to flame, why and how is priceless. The creator sort between those clients who take up the most time and have the minimum net revenue; The troubled clients who will just never be upbeat regardless of what you do. The genuine sample of how Amazon manages troubled clients was a decent illustration.
Things I preferred from this Book;
* How to make a persisting and enduring client relationship
* Distinguishing the wrong clients
* How to maintain the business effectively regardless of what business you are
October 13, 2015
This book is compelling and motivational. Easy to read and understand. Noah Fleming has beautifully elucidated in concentrating on existing customers. This book comes up with a concept of 3c's (character, community, content).Using the the three Cs, this book shows you to figure out your greatest origin of business success and rather focusing on new customers. This book is loaded up with strategies to improve your business. An insightful and relevant guide to customer retention and acquisition. Noah Fleming has nailed it. I will suggest this book to each and everyone who is into business.
March 21, 2016
I received this book as a First Read. It was an interesting read on the value of customers. It discussed the value of retaining old customers vs acquiring new customers and the role of storytelling in business building. It referenced several case studies of companies and their relationships with customers. A nice read for anyone with an interest in business.
January 17, 2016
Need to work on your company's culture, customer experience and learn about customer retention or reactivation? Then this is the book for you.
Very inspiring with actionable ideas to help businesses of any size.
Very inspiring with actionable ideas to help businesses of any size.
July 30, 2015
- create a community
- focus more on existing customers than new ones
- focus more on existing customers than new ones
May 23, 2016
I found it interesting and informative. I may refer back to it again in the future.
October 25, 2022
Hits a lot of topics. I'm from a tech background, not business, and I found this a good primer. Worth buying. Bring a highlighter.
April 21, 2017
Recommended guide book to restructure customers,acquiring,activating or maintain current relationship
Displaying 1 - 25 of 25 reviews