"Evergreen" by Noah Fleming book summary
Evergreen... Cultivating the Enduring Customer Loyalty That Keeps Your Business Thriving... by Noah Fleming.
Noah Fleming is a marketing expert and recognized thought leader on customer loyalty, who has become known as "The Customer Retention Guy".
The big idea behind Evergreen is that most companies focus intently on getting new customers, at the expense of their existing customers, which is a big mistake.
While new customers are critical to any company's success, a more balanced split between customer acquisition and customer retention can pay enormous dividends. And Evergreen presents the framework to help you get there...