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Beyond Buzz: The Next Generation of Word-of-Mouth

Lois Kelly

It's official: the old marketing model is dead, and word of mouth is king. But while a lot of attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned to focus on crafting the right kind of message -- because without it, even the loudest buzz will soon die down. Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation.

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Customer Centered Growth: Five Proven Strategies for Building Competitive Advantage

Diane Hessan and Richard Whiteley

A top-down commitment to top-notch customer service is a critical element in the battle for corporate survival. In their Customer-Centered Growth: Five Bold Strategies for Building Competitive Advantage, Richard Whiteley and Diane Hessan of The Forum Corporation, a training and consulting firm that emphasizes just such customer focus, show readers how other companies have successfully placed customers at the center of their operations.

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Marketing to the Social Web: How Digital Customer Communities Build Your Business

Larry Weber

Today, marketing is exploding with possibilities and complexities as it reaches out into new forms, media, and models. Marketers have an exceptional opportunity to use these new tools and models to reach new markets, even in a fragmented media market. Marketing to the Social Web helps marketers and their companies understand the context of the new marketing, and prioritize what they need to do to build customer communities and maximize profit in a time of marketing confusion. Larry Weber presents specific ideas to find and engage customers, describes newly available tools and platforms, and shows readers how to apply them to see immediate results and growth.

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Outside Innovation: How Your Customers Will Co-Design Your Company's Future

Patty Seybold

In Outside Innovation, Patricia Seybold, author of the best-selling Customers.com and The Customer Revolution, argues that the only way organizations can break out of the pack is to open up their entire business to passionate customers and welcome them into every aspect of product and service design. In fact, those companies that bring customers into the innovation process-the ones that innovate from the outside in-will create products that better meet the needs of prospective customers, revolutionize business models and practices, and build fanatically loyal customers. Her book features case studies on companies running online communities created and facilitated by Communispace, including Hallmark, Kraft, Charles Schwab, RC2, and Unilever's AXE. The excerpted chapter provides their stories.

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The Ultimate Question: Driving Good Profits and True Growth

Fred Reichheld

Loyalty expert and Director Emeritus of Bain & Company, Fred Reichheld, shows how to turn customers into promoters who generate good profits and true, sustainable growth. The key: one simple question that tracks promoters and detractors and produces a clear, easy-to-understand measure of an organization’s performance in its customers’ eyes. Based on extensive research, The Ultimate Question shows how companies can rigorously measure Net Promoter statistics, help managers learn to improve them, and create communities of passionate advocates that stimulate innovation.

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