Business Services Industry
Marketing-Consulting Firm Founders Discuss Creating 'Customer Evangelists'.
Knight Ridder/Tribune Business News, February, 2003
By Brian Louis, Winston-Salem Journal, N.C. Knight Ridder/Tribune Business News
Feb. 20--Ben McConnell asked his audience of about 100 people, mostly Wake Forest University students, to stand.
"Do you like doughnuts?" he asked them. "Do you love doughnuts? Do you love Krispy Kreme doughnuts?"
After each question, if people couldn't say yes, they sat down. Most remained standing.
Finally, he asked if they'd ever taken someone to a Krispy Kreme store for that person's first Krispy Kreme experience. That left about 35 percent to 40 percent of the audience still standing.
"Here we have customer evangelists," McConnell said.
McConnell and Jackie Huba, who wrote the book "Creating Customer Evangelists: How Loyal...
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