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Flip the Funnel: How to Use Existing Customers to Gain New Ones [NOOK Book]

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

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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.

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Product Details

  • ISBN-13: 9780470591260
  • Publisher: Wiley
  • Publication date: 1/12/2010
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 304
  • Sales rank: 875,307
  • File size: 3 MB

Meet 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.

Acknowledgments.

Preface.

Section I Getting Priorities Straight.

1 The Theory behind Flipping the Funnel.

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

3 Charity Begins at Home.

4 Time to Spurn the Concept of Churn.

5 Technology and Relationships—a Love-Hate Relationship.

Section II A New Way Forward.

6 Time to Flip the Funnel.

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

8 The Key Is Customer Experience.

9 How Employees Help Flip the Funnel.

10 Customer Service as a Strategic Driver.

11 The New Channels of Customer Service.

Section III Making It All Happen.

12 Transforming Mouths into Megaphones.

13 To Incent or Not to Incent: Is That the Question?

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

15 The Economic Benefits of Customer Experience.

16 Cultural Sell-through and Organizational Sign-off.

17 Flip the Funnel for Your Personal Life.

18 I Had a Great Experience—How about You?

Resources.

Index.

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Sort by: Showing 1 – 10 of 9 Customer Reviews
  • Posted July 12, 2010

    more from this reviewer

    Clever guide to retaining customers

    Companies traditionally use the mass media to market their products and services, spending much of their budgets on hit-or-miss communications. They hope their messages will somehow penetrate the media din and reach a sufficient number of receptive prospects who will go out and buy their goods. Without a strategy for retaining clients, firms repeat this expensive process again and again. Marketing consultant Joseph Jaffe says this is completely backward. Instead, companies should focus on enhancing the experiences of their existing clients, converting them into engaged, enthusiastic advocates who will provide powerful, credible word-of-mouth advertising. Although many of Jaffe's ideas are a bit commonplace - his general hypothesis outlines how customer retention is more advantageous than customer acquisition - getAbstract finds that his book presents a logical, cogent case, backed up by many colorful examples. Despite the book's repetition and visually messy layout, marketing executives are sure to benefit from its thoughtful, lively dissection of traditional marketing.

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  • Anonymous

    Posted May 5, 2010

    Full of Good Stuff

    Overall, I thought it was pretty good. This certainly is not a book you can fly through- I've zipped through a business book or two that hammers home one key idea. Take your time and soak in all of the good information, because there is plenty to keep you fed throughout. I found myself needing to put the book down and think about how I could begin incorporating the 'Flipped Funnel' on my packaged goods brand.

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  • Posted January 23, 2010

    more from this reviewer

    I Also Recommend:

    I will change my marketing strategies based on the ideas in the book

    Marketing consultant and blogger Joseph Jaffe was the keynote speaker at the MarketingSherpa Email Summit in January 2010. Each member of the audience received a copy of Flip the Funnel courtesy of the event's sponsor. I've just returned from the conference and read the book on the trip home.

    As is common in business books, Jaffe synthesizes a few new facts and concepts, with back-to-the-basics common sense, a collection of case studies into a strongly presented New World View. Jaffe's main point is compelling. The funnel that gets flipped in the book's title is the new business acquisition sales funnel of AIDA: Awareness, Interest, Desire, and Action.

    Jaffe asserts that in today's new media environment - fueled by new social media connections - companies should instead focus on customer retention by having the highest quality customer experience. By focusing on the funnel that begins with a customer's first purchase, delighted customers can then be activated to become evangelists for the company. Thus, the company will grow it's customer base through a powerful word of mouth effect.

    Jaffe's new flipped funnel is ADIA: Acknowledgement, Dialogue, Incentivization, and Activation.

    As a Marketing Director who is developing a new social media strategy, Flip the Funnel has caused me to view our plans with a new perspective. On Monday, I will be taking the concepts from his keynote and the book to my colleagues, and I will be incorporating some of the ideas into my strategic plan.

    That said, the book isn't perfect. It would have benefited from sticking closer to its most important concepts. Also, some of its case studies and examples aren't fresh. The YouTube PR horror stories of Domino's and United Airlines have already made the rounds. I spotted some typos and minor factual mistakes, too.

    I recommend the book, and I highly recommend Jaffe's speaking events. He's a terrific presenter with an important approach to business in the age of social media.

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