Publisher:New York :American Management Association,c2015
Bibliography, etc. Note: Includes bibliographical references (pages 255-260) and index.
Formatted Contents Note: Introduction -- Debunking the myth: new customers will not save your business -- Surveying the landscape: the essential components of an Evergreen organization -- Examining the principle of character: the botany of your company -- Examining the principle of community: creating a forest from a single seed -- Examining the principle of content: the beauty of having a multitude of branches -- Becoming intimately familiar with your customers: getting your hands in the soil -- Getting loyalty programs right: building a tree house and letting your customers climb to reach it -- Articulating a new approach to customer service: tending to your garden (and pulling those weeds!) -- Gathering customer intelligence: examining the botany of individual leaves -- Bringing back lost customers: bringing wilted leaves back to life -- Bringing in new customers: creating optimal growing conditions.