Monster Loyalty

Jackie Huba is the author of three books on customer loyalty. Her most recent book is Monster Loyalty: How Lady Gaga Turns Followers into Fanatics, which outlines how the pop star has built a legion of loyal fans and the lessons that business can use to build their own loyal customers. Her second book, Citizen Marketers: When People are the Message (co-authored with Ben McConnell), documents the emerging world of social media and how brands should begin to embrace a participatory culture. Besides being widely used at companies as an introduction to social media, Citizen Marketers has been adopted by college instructors as a tool for understanding the underlying nature of social media and what it means for marketing and public relations. Jackie’s first book, Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force (co-authored with Ben McConnell), explains how companies convert customers into evangelists who spread the word about products, benefits or value propositions. Creating Customer Evangelists has been translated into six languages and has become a strategic focus for companies around the world.

Through her consulting, Jackie has helped leading companies such as Discovery Communications, Whirlpool, Dell and Kraft to create more loyalty in their customer base.

Jackie is also a Forbes.com contributor, writing about customer loyalty and word of mouth marketing. Named as one of the 10 most influential online marketers, Jackie previously co-authored the award-winning Church of the Customer blog for ten years, with more than 105,000 daily readers. Her work has frequently been featured in the media, such as the Wall Street Journal, The New York Times, Businessweek and Advertising Age. She was a founding Board Member of the Word of Mouth Marketing Association.

She is an 11-year veteran of IBM, a graduate of Penn State University, a Pittsburgh Steelers fanatic and resides in Austin, Texas.