THE HIDDEN POWER OF YOUR CUSTOMERS：4 KEYS TO GROW YOUR BUSINESS THROUGH EXISTING CUSTOMERS

A business's current customer base needs to be considered among the company's most valuable assets. Discover the practical tools to preserve and grow this asset—and boost your business—by tapping into The Hidden Power of Your Customers.

Existing customers are the key to ongoing business growth. They are the people who already know you and buy from you. Yet too many businesses allow their existing customers—their least expensive, most easily acquired sales—to slip away. Don't let this happen to you!

Learn how to strengthen your business using social entrepreneur Becky Carroll's four keys to unleash The Hidden Power of Your Customers. This easy-to-read and practical guide features useful steps, inspirational stories, and real-world examples so you can create a customer strategy that keeps customers coming back (and telling their friends and colleagues).

• Reveals four keys to success: relevant marketing, orchestrated customer experience, customer-focused culture, and killer customer service
• Details a fundamental shift that needs to take place in how businesses treat their existing customers
• The author writes the blog "Customers Rock!" and is the Social Media Correspondent for NBC/7 San Diego

BECKY CARROLL is the founder of Petra Consulting Group, a consultancy focused on engaging customers through conversation, social media, and customer experiences. Her clients include several Fortune 100 companies such as Verizon, Electronic Arts, Hewlett-Packard, and Ford, in addition to top executives, small businesses, and nonprofits. She is the author of the business blog "Customers Rock!" (www.customersrock.net); teaches social media at UC San Diego; and is a keynote speaker and panelist at industry conferences and webinars on the topics of customer loyalty and social media. For more information, please visit www.BeckyCarroll.com.

Foreword.

Chapter 1: A Bird in the Hand… is Worth More Than You Think.

What is the Hidden Power?

Anatomy of a “Customers Rock!” Company.

Build on the ROCK: The Four Keys to Growth.

How to Read This Book.

Key One: R: Relevant Marketing “Marketing the way a customer wants to see it”.

Chapter 2: Listen to Your Customer Before Doing Anything.

Customer Listening Posts.

Listen for Customer Feedback.

Listen for Customer Insight.

Foundation for the Four Keys.

Chapter 3: Keep Their Needs in Mind.

Experience the Lifecycle.

Understand The Customer's State of Mind.

Meet the Needs of Your Customers.

Just What I Needed.

Case Study: Teradata Builds Close Customer Relationships.

Chapter 4: Communicate With and Become a Fan of Your Customers.

Marketing the Way Your Customers Prefer It.

Social Media for Engagement and Conversation.

Case Study: Sanuk Loves Their Customers in Return.

Have an Ongoing Dialogue.

Case Study: Freshbooks Becomes a Fan of Their Customers.

Chapter 5: Capture and Reward Their Business.

Send More than Just Bills.

Why Do Only New Customers Get The Best Deals?

Thank You For Being A Customer -- I Mean It

Make Customers Feel Valued.

Case Study: Marriott Rewards Its Customers.

Key Two: O: Orchestrated Customer Experience “Taking the Customer's Perspective”.

Chapter 6: Plan the Experience.

The Customer Experience.

The Customer Perspective.

Customer Expectations Drive the Outcome.

Your Customer Experience Competition.

Uncover the Best Experience.

Focus On Your Customers.

Chapter 7: Get the Lay of the Land.

Managing the Customer Experience – Or Not.

Design It End-to-End.

Map the Customer Journey.

Chapter 8: Tune the Experience.

Make it Personal.

Take Care of the Beginning.

You Are Always on Stage.

Putting it All Together for the Customer.

A Competitive Differentiator.

Case Study: Lexus Treats Customers as Guest in Their Home.

Chapter 9: Align Around the Customer.

No Silos.

Create processes that fit.

Do You Want My Business?

Case Study: The Urbane Experience.

Key Three: C: Customer-Focused Culture “It all starts here”.

Chapter 10: Culture of Customer Service.

Put People First.

What We Value.

Keep It Going.

Chapter 11: Measure What Matters.

Customer-focused Metrics.

Move from Data to Insight in Action.

Satisfaction – Does it Matter?

Measuring Customer Perception.

Measuring the New Customer Service Experience.

Measuring Customer Strategy Success.

Case Study: EMC Measures What Matters to Customers.

Chapter 12: The Power Behind the Scenes.

Hire for Attitude.

Engaged Employees = Engaged Customers.

Case Study: Nicor National Creates “Positivity at Work”.

Employee Empowerment.

Employees Make the Difference.

Case Study: Southwest Airlines is Passionate about People.

Key Four: K: Killer Customer Service “Consistency is Key”.

Chapter 13: Ignore Customers at Your Own Peril.

Customer Service is the New Marketing.

How Do You View Your Customers?

Where Does Social Media Fit?

Viral Campaigning versus Viral Complaining.

Using Social Media for Customer Service – Yes or No?

The True Meaning of Customer Service.

Chapter 14: Shift Your Thinking From New to Old.

Little Things Make a Difference.

Put Yourself in Their Shoes.

Make Them Want to Shout About It.

Case Study: Five-Star Service Makes a Difference for Salon Radius.

Help Customers Play A Role.

Chapter 15: Care and Feeding of Customers.

Things Will Go Wrong.

Taking Care of Business.

Focus on the Customer.

Case Study: Mighty Fine Burgers Serves it up Right.

Summary: Survival Tactics for the 21^st Century.

Chapter 16: Unleashing the Hidden Power of Your Customers.

Your Call to Action.

How it Could Look.

Now it's Your Turn.

End Notes.

Index.