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FLIP THE FUNNEL JOSEPH JA F F E How to Use Existing Customers to Gain New Ones FLIP THE FUNNEL FLIP THE FUNNEL How to Use Existing Customers to Gain New Ones JOSEPH JAFFE John Wiley & Sons, Inc. Copyright#2010byJosephJaffe.Allrightsreserved. PublishedbyJohnWiley&Sons,Inc.,Hoboken,NewJersey. PublishedsimultaneouslyinCanada. Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinany formorbyanymeans,electronic,mechanical,photocopying,recording,scanning,orotherwise, exceptaspermittedunderSection107or108ofthe1976UnitedStatesCopyrightAct,without eitherthepriorwrittenpermissionofthePublisher,orauthorizationthroughpaymentofthe appropriateper-copyfeetotheCopyrightClearanceCenter,Inc.,222RosewoodDrive,Danvers, MA01923,(978)750-8400,fax(978)646-8600,oronthewebatwww.copyright.com.Requeststo thePublisherforpermissionshouldbeaddressedtothePermissionsDepartment,JohnWiley& Sons,Inc.,111RiverStreet,Hoboken,NJ07030,(201)748-6011,fax(201)748-6008,oronlineat http://www.wiley.com/go/permissions. LimitofLiability/DisclaimerofWarranty:Whilethepublisherandauthorhaveusedtheirbest effortsinpreparingthisbook,theymakenorepresentationsorwarrantieswithrespecttothe accuracyorcompletenessofthecontentsofthisbookandspecificallydisclaimanyimplied warrantiesofmerchantabilityorfitnessforaparticularpurpose.Nowarrantymaybecreatedor extendedbysalesrepresentativesorwrittensalesmaterials.Theadviceandstrategiescontained hereinmaynotbesuitableforyoursituation.Youshouldconsultwithaprofessionalwhere appropriate.Neitherthepublishernorauthorshallbeliableforanylossofprofitoranyother commercialdamages,includingbutnotlimitedtospecial,incidental,consequential,orother damages. Forgeneralinformationonourotherproductsandservicesorfortechnicalsupport,pleasecontact ourCustomerCareDepartmentwithintheUnitedStatesat(800)762-2974,outsidetheUnited Statesat(317)572-3993orfax(317)572-4002. Wileyalsopublishesitsbooksinavarietyofelectronicformats.Somecontentthatappearsinprint maynotbeavailableinelectronicbooks.FormoreinformationaboutWileyproducts,visitourweb siteatwww.wiley.com. ISBN978-0-470-48785-3 PrintedintheUnitedStatesofAmerica. 10 9 8 7 6 5 4 3 2 1 My dearest Terri, Amber, Aaron, and Jack. I love you all so much. Contents Foreword ix Acknowledgments xiii Preface xv SectionI GettingPrioritiesStraight 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 SectionII ANewWayForward 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 SectionIII MakingItAllHappen 179 12 Transforming Mouths into Megaphones 181 13 To Incent or Not to Incent: Is That the Question? 203 vii viii CONTENTS 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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Why customer retention is the new acquisitionIf there's anything the recession of 2009 taught us, it was the importance of investing in our customers, but when was this any different? So says Joseph Jaffe, bestselling author of Life After the 30-Second Spot and Join the Conversation, and a leading e
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Flip the Funnel: How to Use Existing Customers to Gain New Ones PDF

307 Pages·2010·1.82 MB·English
by  Joseph Jaffe
#customer retention strategies
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Why customer retention is the new acquisitionIf there's anything the recession of 2009 taught us, it was the importance of investing in our customers, but when was this any different? So says Joseph Jaffe, bestselling author of Life After the 30-Second Spot and Join the Conversation, and a leading e

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Language:English
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