My new Mashable column covers the three most critical steps to creating customer evangelists for your company:

When you have evangelists for your product or service, you have the best possible kind of customer. Your evangelists are passionate, loyal, and thrilled to recommend you. They are communicators — when it matters. They are your public defenders — when times are difficult. Evangelists are also forgiving. They assume your mistakes are honest. They believe you have their best interests at heart. Best of all, evangelists are hyper-repeat customers.

If you agree with the above then you’ll probably agree with the following. No matter what business you are in – large or small, product or service, public or private – you should be doing everything humanly possible to develop these kinds of customers.

Read the whole piece over at Mashable.com.

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My new book, Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn’t) was published in January. It’s 288 pages on topics like this one. My Web site details my work.