Fans, Not Customers
Fans, Not Customers
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A typical bank closes at 3:00 p.m. and chains the pens to the counters. Commerce stays open evenings and weekends, and gives pens away21 million of them in 2006. It also gave away 12 million lollipops and 2 million dog biscuits (dogs are welcome!), and its free coin-counting Penny Arcades drew 5.6 million users.
Commerce founder Vernon Hill believes the secret to business is WOW!ing customersgiving them an experience that exceeds all their expectations. If you can pull that off consistently, youll create devoted fans who spread your message by word of mouth. It sounds warm and fuzzy, but WOW!ing customers is a hardheaded strategy that has helped Commerce become one of the fastest-growing brands in the country.
In Fans, Not Customers Hill explains how his ideas evolved over three decades of trial and error. He shares his plainspoken thoughts on hiring, training, marketing, expanding, and more. And he shows you how to defy the establishment voices in any field who say, You cant do that, it will never work.
Hill believes that great companies share three essential traits:
A value added MODEL
A unique and persuasive CULTURE
Fanatical EXECUTION
And that the combination of these ingredients produces fans, not customers.
Fans, Not Customers is packed with lessons from the Commerce experience that you can apply to your business. If Vernon Hill and his colleagues could generate super growth in an industry as stodgy as banking, you can do it, too. REVIEW QUOTE I didnt find anything not worth reading, in fact ingesting, nary a non-WOW in sight. To readers: Enjoy! Learn! Steal! Implement!
Tom Peters
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Product features
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Materials and care
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Merchandising tips
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