From Ben McConnell and Jackie Huba, Creating Customer Evangelists, 2002

From their research into the best practices of some of the most
forward-thinking companies with legions of evangelists who spread the
word, McConnell and Huba outline and explain the six basic tenets of
creating customer evangelists:

1. Customer plus-delta: Continuously gather customer feedback.
2. Napsterize knowledge: Make it a point to share knowledge freely.
3. Build the buzz: Expertly build word-of-mouth networks.
4. Create community: Encourage communities of customers to meet and share.
5. Make bite-size chunks: Devise specialized, smaller offerings to get customers to bite.
6. Create a cause: Focus on making the world, or your industry, better.