Coverart for item
The Resource Flip the funnel : how to use existing customers to gain new ones, Joseph Jaffe

Flip the funnel : how to use existing customers to gain new ones, Joseph Jaffe

Label
Flip the funnel : how to use existing customers to gain new ones
Title
Flip the funnel
Title remainder
how to use existing customers to gain new ones
Statement of responsibility
Joseph Jaffe
Creator
Subject
Language
eng
Summary
"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 <U+2013> 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 <U+2013> in other words, getting more from less. Engaging a few customers to spread the word to many. Using this new "flipped funnel" model, together with a set of new rules of customer service and a revolutionary customer referral and activation process, you'll learn how to transform your existing customers into your best salespeople. In addition, Jaffe will explain how to best introduce and combine both digital and social media tools to boost your loyalty arsenal, deploy "influencer marketing" and implement word-of-mouth strategies that inspire your loyal, opinionated, and most vocal customers to become credible, persuasive, and influential endorsers of your products and services." -- from publisher's website
Cataloging source
DLC
http://library.link/vocab/creatorDate
1970-
http://library.link/vocab/creatorName
Jaffe, Joseph
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Customer relations
  • Business referrals
  • Customer services
Label
Flip the funnel : how to use existing customers to gain new ones, Joseph Jaffe
Instantiates
Publication
Bibliography note
Includes index
Contents
Sect. 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 -- Sect. 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 -- Sect. 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?
Control code
ocn429027030
Dimensions
24 cm
Extent
xviii, 286 p.
Isbn
9780470487853
Isbn Type
(cloth)
Lccn
2009035143
Other physical details
ill.
System control number
(OCoLC)429027030
Label
Flip the funnel : how to use existing customers to gain new ones, Joseph Jaffe
Publication
Bibliography note
Includes index
Contents
Sect. 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 -- Sect. 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 -- Sect. 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?
Control code
ocn429027030
Dimensions
24 cm
Extent
xviii, 286 p.
Isbn
9780470487853
Isbn Type
(cloth)
Lccn
2009035143
Other physical details
ill.
System control number
(OCoLC)429027030

Library Locations

    • Wellington LibraryBorrow it
      Wellington- Massey University Library, Block 5, 63 Wallace Street, Wellington, 6021, NZ
      -40.385395 175.617407
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