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

307 Pages·2010·1.82 MB·English

by  Joseph Jaffe

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,[phone],fax[phone],oronthewebatwww.copyright.com.Requeststo
thePublisherforpermissionshouldbeaddressedtothePermissionsDepartment,JohnWiley&
Sons,Inc.,111RiverStreet,Hoboken,NJ07030,[phone],fax[phone],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