Joseph Jaffe'sFlip the Funnel: How to Use Existing Customers to Gain New Ones [Hardcover]

by Joseph Jaffe

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 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.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.Explains how to cut your marketing budget AND grow sales Illustrates practical ways to use existing customers to reach out to new prospectsOutlines the authentic role of social mediaDemonstrates key ideas with rich, real life examples including Comcast, Apple, The Obama Campaign, Dell, Panasonic, American Airlines, Delta Airlines, Johnson & Johnson, Coca-Cola and many, many moreWritten by one of the most sought-after consultants, keynote speakers, and thought-leaders on new marketing change and innovation; renowned blogger and podcaster at Jaffe Juice (www.jaffejuice.com) and host/presenter of web video show, JaffeJuiceTV (www.jaffejuice.tv)Visit www.flipthefunnelnow.com to join the conversation.

Genres: Business, Nonfiction

Hardcover

First published January 12, 2010

Reviews

[Захарченко Віктор · Rating 4 out of 5]

Есть такая классическая формула маркетинга, называемая воронкой продаж: “внимание, интерес, желание, действие”. В этой классике, заезженной и преподаваемой во всех вузах, автор книги нашел простой "чит" - он попросту перевернул ворокну, предлагая сместить акценты маркетинга с привлечения новых клиентов на удержание уже имеющихся. Разворачивая историю в другую сторону, получаем: признательность, диалог, поощрение, объединение. Базируется же все на трех китах: контент, общение и получение рекомендаций.Интересная идея, которая понравится адептам social media marketing.

[Erick · Rating 4 out of 5]

It's a common sense idea which gets shockingly little application in the world of business. The book is well written, packed with interesting and informative examples. If you are in anyway responsible for your companies culture or even more specifically their marketing or customer service departments be sure to read this book.

[Bett Correa-Bollhoefer · Rating 4 out of 5]

This book was probably awesome when it came out but reading it in 2018 means that I’ve heard most of the advice already. It’s still good advice and I wish companies would take it to heart already.

[Robert Thibodeau · Rating 3 out of 5]

This is an older book. The information was good (when it was written). The concepts are still good, but you will have to try and think in terms of modern technology and social media platforms.

[Kaitlyn · Rating 4 out of 5]

Throughout “Flip the Funnel,” Jaffe really stresses the importance of transparency among businesses. Flipping the funnel is all about empowering and trusting the customers. He also stresses the idea that a company should focus on their existing customers. This makes a lot of sense. Businesses are always giving out incentives to become a new customer, but it seems as if the rewards for existing customers are not as prominent.

The notion that customers are not predictable because they are not linear also makes sense. Two mothers in their thirties with two children each could lead drastically different lifestyles--even if they share other defining characteristics. Perhaps it is time for companies to start looking at their customers on an individual case-by-case scenario. If a company can find a way to keep their existing customers, some of the pressure of finding new ones will be alleviated. If customers are happy with a product or service, they are likely to share their experiences with other people. Essentially, a company’s current customers can be the ones to find new customers.

The whole idea of flipping the marketing funnel sounds really good. Instead of getting customers to focus on the product or service, the flipped funnel is having the business focus on the customers.
Jaffe brought up a lot of valid points and examples. “Flip the Funnel” was well written and researched. It would be well suited for high school and college students, as well as any company looking to make a change in their marketing department. Jaffe uses the basic set-up of, where we are now, where we should be, and then what happens after that. The main takeaway is for companies to focus on their existing customers and then to let them attract new customers.

[E · Rating 4 out of 5]

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.

[Chad Kettner · Rating 3 out of 5]

In "Flip the Funnel", marketing expert Joseph Jaffe insists that companies should make customer retention a primary focus by offering the highest quality customer experience, which essentially turns delighted customers into brand evangelists.

He takes on the new business acquisition sales funnel of AIDA (Awareness, Interest, Desire, and Action) and flips it to ADIA (Acknowledgement, Dialogue, Incentivization, and Activation).

His message is one that every business needs to hear and recognize: It is more profitable to grow your business by having current clients buy more often and refer others rather than spending most of your time, money, and energy chasing new clients. I'm not really sure how practical it would be to apply all of his suggestions, but it seems like a solid overall approach to me.

[loafingcactus · Rating 3 out of 5]

Probably no one model for marketing, 4 Ps or otherwise, tells the whole story. This book offers several unique models for the engagement era which are surely very useful (and not just the usual old stuff, there was some unique information in the book), but not as revolutionary as sold- you still need the 4 Ps and a lot of old school stuff.

*I read the dead tree version, which has ridiculously tiny type.

[Cory Huff · Rating 4 out of 5]

Primarily intended for large corporations, this book is half rant about bad customer service and half awesome ideas for generating referrals and repeat business.

If you're running a small business with a large customer base, this book has some good ideas for activating a customer base to help you grow your business and improve retention.

[Thomas · Rating 2 out of 5]

Not very inspiring. Flat prose with silly jokes and an idea which is represented in quite an extreme manner. I agree with the basic concept of the importance of the customer as the person that leads to more sales, but it is inevitably more of a balance rather than just a one-sided focus on the customer. Some good tips here and there, but nothing more.

[Martin Bihl · Rating 4 out of 5]

please see my review at advertising age:

http://adage.com/bookstore/post?artic...

you can also see a review of it here: http://the-agency-review.com/flip-the...

[Leah · Rating 3 out of 5]

I think they stole my idea.

[Gavin Greenwood · Rating 5 out of 5]

REVOLUTIONARY! This is a fresh perspective that turns marketing into a whole new adventure. It has become my new Marketer's bible.

[jennifer · Rating 1 out of 5]

For class.

[Mark Polino · Rating 4 out of 5]

Better than many. Some of the lists in the middle were useful but I'm not sure it delivered the "How" as clearly as it could.