Many people believe that struggling companies can be saved by marketing heavily to new customers rather than by focusing resources on current customers. Author Noah Fleming sat down with the AMA Edgewise team to discuss his book, Evergreen: Cultivate the Enduring Customer Loyalty that Keeps Your Business Thriving, and why concentrating on current customers may be more beneficial to your business than you think.
In Evergreen: Cultivate the Enduring Customer Loyalty that Keeps Your Business Thriving (published by AMACOM), author Noah Fleming explains how constantly searching for new customers is not a solution for new business. Fleming argues that customer loyalty is built through proper marketing that balances getting new customers and keeping existing ones. The purpose of the book is to give managers the steps needed to find their right sense of balance.
Noah Fleming helps clients dramatically and rapidly increase sales, multiply profits, and maximize customer value as CEO and founder of Fleming Consulting & Co. He is a regular contributor for publications such as Fast Company, Forbes, and The New York Times.