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Flip the Funnel: How to Use Existing Customers to Gain New Ones
When you consider customer acquisition for your business, think about this question for a moment: how much of your sales come from repeat business versus first-time customers? Now contrast that against how much money you spend against each segment. If you are embarrassed by the gaping disconnect, don't worry; you are not alone. But what if you did something about it? What if you turned everything on its head and instead of ending with a customer purchase, you began with it? What if you focused the lion's share of your effort, energy, and budget on keeping customers versus attracting them? What if you could correct this imbalance and, in doing so, not only get your customers to keep coming back for more, but tell others to do so as well?

Joseph Jaffe loves to take on such sacred cows in business practice, turning them on their heads and shaking them up to see what falls out. Building on what this prolific thought leader started in Life After the 30-Second Spot and Join the Conversation, Flip the Funnel brings you a radically new, radically common sense look at customer experience as the key to business success.

Get ready to do a 180 on everything you thought you knew about marketing as Flip the Funnel:

  • Explains how to cut your marketing budget and grow sales by focusing on what really matters— your customers and employees

  • Outlines the real role of social media

  • Reveals the hidden potential of influencers and evangelists

  • Illustrates practical ways to use existing customers to reach out to new prospects

  • Shows how retention can be the new acquisition

  • Demonstrates key ideas with rich, real-life examples including Comcast, Apple, the Obama campaign, Dell, Panasonic, American Airlines, Zappos, Johnson & Johnson, Coca-Cola, and many, many more

Using his newly introduced "flipped funnel" model (A.D.I.A.), together with a set of new rules of customer service (customer service 2.0) and a revolutionary customer referral and activation process, you'll learn how to transform your existing customers into your best salespeople, discover how to strategically differentiate your brand, save money, and forge lasting customer relationships along the way.

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Flip the Funnel: How to Use Existing Customers to Gain New Ones
When you consider customer acquisition for your business, think about this question for a moment: how much of your sales come from repeat business versus first-time customers? Now contrast that against how much money you spend against each segment. If you are embarrassed by the gaping disconnect, don't worry; you are not alone. But what if you did something about it? What if you turned everything on its head and instead of ending with a customer purchase, you began with it? What if you focused the lion's share of your effort, energy, and budget on keeping customers versus attracting them? What if you could correct this imbalance and, in doing so, not only get your customers to keep coming back for more, but tell others to do so as well?

Joseph Jaffe loves to take on such sacred cows in business practice, turning them on their heads and shaking them up to see what falls out. Building on what this prolific thought leader started in Life After the 30-Second Spot and Join the Conversation, Flip the Funnel brings you a radically new, radically common sense look at customer experience as the key to business success.

Get ready to do a 180 on everything you thought you knew about marketing as Flip the Funnel:

  • Explains how to cut your marketing budget and grow sales by focusing on what really matters— your customers and employees

  • Outlines the real role of social media

  • Reveals the hidden potential of influencers and evangelists

  • Illustrates practical ways to use existing customers to reach out to new prospects

  • Shows how retention can be the new acquisition

  • Demonstrates key ideas with rich, real-life examples including Comcast, Apple, the Obama campaign, Dell, Panasonic, American Airlines, Zappos, Johnson & Johnson, Coca-Cola, and many, many more

Using his newly introduced "flipped funnel" model (A.D.I.A.), together with a set of new rules of customer service (customer service 2.0) and a revolutionary customer referral and activation process, you'll learn how to transform your existing customers into your best salespeople, discover how to strategically differentiate your brand, save money, and forge lasting customer relationships along the way.

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Flip the Funnel: How to Use Existing Customers to Gain New Ones

Flip the Funnel: How to Use Existing Customers to Gain New Ones

by Joseph Jaffe
Flip the Funnel: How to Use Existing Customers to Gain New Ones
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Flip the Funnel: How to Use Existing Customers to Gain New Ones

Flip the Funnel: How to Use Existing Customers to Gain New Ones

by Joseph Jaffe

Overview

When you consider customer acquisition for your business, think about this question for a moment: how much of your sales come from repeat business versus first-time customers? Now contrast that against how much money you spend against each segment. If you are embarrassed by the gaping disconnect, don't worry; you are not alone. But what if you did something about it? What if you turned everything on its head and instead of ending with a customer purchase, you began with it? What if you focused the lion's share of your effort, energy, and budget on keeping customers versus attracting them? What if you could correct this imbalance and, in doing so, not only get your customers to keep coming back for more, but tell others to do so as well?

Joseph Jaffe loves to take on such sacred cows in business practice, turning them on their heads and shaking them up to see what falls out. Building on what this prolific thought leader started in Life After the 30-Second Spot and Join the Conversation, Flip the Funnel brings you a radically new, radically common sense look at customer experience as the key to business success.

Get ready to do a 180 on everything you thought you knew about marketing as Flip the Funnel:

  • Explains how to cut your marketing budget and grow sales by focusing on what really matters— your customers and employees

  • Outlines the real role of social media

  • Reveals the hidden potential of influencers and evangelists

  • Illustrates practical ways to use existing customers to reach out to new prospects

  • Shows how retention can be the new acquisition

  • Demonstrates key ideas with rich, real-life examples including Comcast, Apple, the Obama campaign, Dell, Panasonic, American Airlines, Zappos, Johnson & Johnson, Coca-Cola, and many, many more

Using his newly introduced "flipped funnel" model (A.D.I.A.), together with a set of new rules of customer service (customer service 2.0) and a revolutionary customer referral and activation process, you'll learn how to transform your existing customers into your best salespeople, discover how to strategically differentiate your brand, save money, and forge lasting customer relationships along the way.

Product Details

ISBN-13: 9780470591260
Publisher: Wiley
Publication date: 01/12/2010
Sold by: JOHN WILEY & SONS
Format: eBook
Pages: 304
File size: 3 MB

About the Author

JOSEPH JAFFE is President and Chief Interrupter of crayon, a strategic consultancy that helps clients leverage new media and social & media to effect transformational change. Prior to launching crayon, Joseph was Director of Interactive Media at TBWA\Chiat\Day and OMD USA. Jaffe hosts a Web video show on marketing called Jaffe Juice TV (www.jaffejuice.tv). He also publishes a popular and influential marketing blog and audio podcast called Jaffe Juice (www.jaffejuice.com). Jaffe is the author of two previous books, bestselling Life After the 30-Second Spot and Join the Conversation. He is a Senior Fellow at the Center for the Digital Future at the USC ­Annenberg School and the Society for New Communications Research. Contact him at jaffe@crayonville.com or follow him on Twitter: @jaffejuice

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Table of Contents

Foreword ix

Acknowledgments xiii

Preface xv

Section I Getting Priorities Straight 1

1 The Theory behind Flipping the Funnel 3

2 What the Recession Taught Us (AKA Returning to Basics) 11

3 Charity Begins at Home 17

4 Time to Spurn the Concept of Churn 27

5 Technology and Relationships—a Love-Hate Relationship 37

Section II A New Way Forward 47

6 Time to Flip the Funnel 49

7 Politics, Shoes, and Insurance: Three Examples of Flipping the Funnel 81

8 The Key is Customer Experience 97

9 How Employees Help Flip the Funnel 109

10 Customer Service as a Strategic Driver 121

11 The New Channels of Customer Service 157

Section III Making It All Happen 179

12 Transforming Mouths into Megaphones 181

13 To Incent or Not to Incent: is That the Question? 203

14 The New Customer-Activation Model: Content, Conversation, Commendations 217

15 The Economic Benefits of Customer Experience 237

16 Cultural Sell-through and Organizational Sign-off 247

17 Flip the Funnel for Your Personal Life 263

18 I Had a Great Experience—How about You? 269

Resources 275

Index 277

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