Flip the Funnel: How to Use Existing Customers to Gain New Ones, 1/e
View Larger

Flip the Funnel: How to Use Existing Customers to Gain New Ones, 1/e

Author : Joseph Jaffe
© Year : 2010
ISBN : 9780470487853
Pages : 304
Binding : Hardback
Weight : 0.50   kg

Request a Specimen Copy

Buy online using : Credit Card / Debit Card / Internet Banking

  • About the Book
  • Table of Contents
  • About the Author

If 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 expert and thought leader on new media and social media. In most businesses, it costs roughly five-to-ten times more to acquire a new customer than it does to retain an existing one, and yet companies continue to disproportionately spend their budgets into the "wrong" end of the funnel – the mass media or awareness side.
What we haven't paid enough attention to is the "right" end of the funnel-the word-of-mouth component that essentially acts as a multiplier for future business. The economic impact of an active, engaged and loyal customer is tremendous.
And the same is true of the opposite scenario, namely the impact of angry customers and negative word-of-mouth or referrals. It is this thinking that Jaffe has channeled to challenge marketers to "flip the funnel" once and for all. With a renewed focus and energy on customer experience, it is possible to grow your sales, while decreasing your budget – in other words, getting more from less. Engaging a few customers to spread the word to many.

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.
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.
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?

Joseph Jaffe :- 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

Your Browsing History

Top Sellers

Operations Research: Question Bank

Operations Research: Question ...

By : N V R Naidu

Discount : 20.00 %

Price :   8.00    
 6.40

Fundamentals of Sales and Distribution Management

Fundamentals of Sales and ...

By : Bholanath Dutta

Discount : 20.00 %

Price :   35.00    
 28.00

Strategic Management Concepts and Practices

Strategic Management Concepts ...

By : Shamsher Singh

Discount : 20.00 %

Price :   47.00    
 37.60

Business Law

Business Law

By : S.P. Sharma

Discount : 20.00 %

Price :   35.00    
 28.00

Customers who saw this book also saw

Intermediates for Organic Synthesis

Intermediates for Organic ...

By : V.K. Ahluwalia

Discount : 20.00 %

Price :   26.00      20.80

A Laboratory Manual of Pharmacognosy

A Laboratory Manual of ...

By : Sayeed Ahmad

Discount : 20.00 %

Price :   16.00      12.80

Ethnobotany Himalayan Region

Ethnobotany Himalayan Region

By : S.K. Sood

Discount : 20.00 %

Price :   360.00      288.00

Concepts of Environmental Management for Sustainable Development

Concepts of Environmental ...

By : Madhab Chandra Dash

Discount : 20.00 %

Price :   30.00      24.00

Design of Water Quality Monitoring Systems

Design of Water Quality ...

By : ROBERT C. WARD

Discount : 20.00 %

Price :