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Flip the Funnel Hardcover – Illustrated, February 1, 2010

by Joseph Jaffe (Author)

4.0 40 ratings

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Why customer retention is the new acquisition

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.

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 prospects
Outlines the authentic role of social media
Demonstrates 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 more
Written 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.

Print length

304 pages
Language

English
Publisher

Wiley
Publication date

February 1, 2010
Dimensions

6.2 x 1.1 x 9 inches
ISBN-10

0470487852
ISBN-13

978-0470487853
See all details

Dan S Kennedy
330
Paperback
93 offers from $1.96

Editorial Reviews

From the Inside Flap

When you consider customer acquisition for your business, think about this question for a moment: how much of your sales come from repeat business versus first-time customers? Now contrast that against how much money you spend against each segment. If you are embarrassed by the gaping disconnect, don't worry; you are not alone. But what if you did something about it? What if you turned everything on its head and instead of ending with a customer purchase, you began with it? What if you focused the lion's share of your effort, energy, and budget on keeping customers versus attracting them? What if you could correct this imbalance and, in doing so, not only get your customers to keep coming back for more, but tell others to do so as well?

Joseph Jaffe loves to take on such sacred cows in business practice, turning them on their heads and shaking them up to see what falls out. Building on what this prolific thought leader started in Life After the 30-Second Spot and Join the Conversation, Flip the Funnel brings you a radically new, radically common sense look at customer experience as the key to business success.

Get ready to do a 180 on everything you thought you knew about marketing as Flip the Funnel:

Explains how to cut your marketing budget and grow sales by focusing on what really -matters-- your customers and employees
Outlines the real role of social media
Reveals the hidden potential of influencers and evangelists
Illustrates practical ways to use existing customers to reach out to new prospects
Shows how retention can be the new acquisition
Demonstrates key ideas with rich, real-life examples including Comcast, Apple, the Obama campaign, Dell, Panasonic, American Airlines, Zappos, Johnson & Johnson, Coca-Cola, and many, many more

Using his newly introduced "flipped funnel" model (A.D.I.A.), together with a set of new rules of customer service (customer service 2.0) and a revolutionary customer referral and activation process, you'll learn how to transform your existing customers into your best salespeople, discover how to strategically differentiate your brand, save money, and forge lasting customer relationships along the way.

From the Back Cover

When you consider customer acquisition for your business, think about this question for a moment: how much of your sales come from repeat business versus first-time customers? Now contrast that against how much money you spend against each segment. If you are embarrassed by the gaping disconnect, don't worry; you are not alone. But what if you did something about it? What if you turned everything on its head and instead of ending with a customer purchase, you began with it? What if you focused the lion's share of your effort, energy, and budget on keeping customers versus attracting them? What if you could correct this imbalance and, in doing so, not only get your customers to keep coming back for more, but tell others to do so as well?

Joseph Jaffe loves to take on such sacred cows in business practice, turning them on their heads and shaking them up to see what falls out. Building on what this prolific thought leader started in Life After the 30-Second Spot and Join the Conversation, Flip the Funnel brings you a radically new, radically common sense look at customer experience as the key to business success.

Get ready to do a 180 on everything you thought you knew about marketing as Flip the Funnel:

Explains how to cut your marketing budget and grow sales by focusing on what really matters-- your customers and employees
Outlines the real role of social media
Reveals the hidden potential of influencers and evangelists
Illustrates practical ways to use existing customers to reach out to new prospects
Shows how retention can be the new acquisition
Demonstrates key ideas with rich, real-life examples including Comcast, Apple, the Obama campaign, Dell, Panasonic, American Airlines, Zappos, Johnson & Johnson, Coca-Cola, and many, many more

Using his newly introduced "flipped funnel" model (A.D.I.A.), together with a set of new rules of customer service (customer service 2.0) and a revolutionary customer referral and activation process, you'll learn how to transform your existing customers into your best salespeople, discover how to strategically differentiate your brand, save money, and forge lasting customer relationships along the way.

Product details

Publisher ‏ : ‎ Wiley; Illustrated edition (February 1, 2010)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 304 pages
ISBN-10 ‏ : ‎ 0470487852
ISBN-13 ‏ : ‎ 978-0470487853
Item Weight ‏ : ‎ 1.07 pounds
Dimensions ‏ : ‎ 6.2 x 1.1 x 9 inches

Best Sellers Rank: #2,073,167 in Books (See Top 100 in Books)
- #652 in Retailing Industry (Books)
- #1,186 in Direct Marketing (Books)

Customer Reviews:
4.0 40 ratings

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Joseph Jaffe

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I'm not going to get cheesy, but I am going to direct you to a few related sites of interest. If you like me and/or the book, then you'll love these resources:

Jaffe Juice - my daily blog (www.jaffejuice.com) - don't forget to subscribe to the daily e-mail digest

Across the Sound - my New Marketing Podcast (www.acrossthesound.net) - you can listen ala carte or subscribe via iTunes or similar applications.

My corporate website is at www.getthejuice.com if you'd like to take the conversation "offline"

Customer reviews

4 out of 5

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Eddie de Jong

Happy accident

Reviewed in the United States on August 13, 2017

Verified Purchase

I have a gig on Fiverr where I offer writing services. I also read a heck of a lot (about 100 books per year), both fiction and non-fiction. When I was asked if I would read this book and summarize a number of sections, I jumped at the chance.
My son started his own business about a year ago and I am responsible for the marketing. It is a huge struggle to figure out which marketing channels are most effective and where to spend the limited funds to be most effective. The company does however pride itself in giving excellent customer service in any dealings with not only our customers, but anyone we come into contact with.
Jaffe's message was exactly what I was looking for.
Flipping the Funnel is about changing your mindset from spending huge amounts of money, effort and time in trying to acquire new customers, to one where you ramp up your contact and efforts with existing customers, not only to retain them, but to move them to the place where they'll start recommending you and bring in new business.
While reading the book I added a stack of notes to the company's Improvement Ideas Register, and have already started implementing a number of them.
Jaffe's ideas are solid and I love the various examples of companies that have done things right, but also those that have done things wrong. Especially helpful is the third section that gives practical ideas of things you can do and how to do them. Even if you only implement a fraction of these, your customers will stay with you and eventually bring in new customers.
Wel done Mr Jaffe, well done!

3 people found this helpful

Helpful

Lia B

Is your company ready to Flip the Funnel?

Reviewed in the United States on October 28, 2011

Verified Purchase

Right on the first pages of his book, the author alarms you: "I should also mention that my writing style is unique. It's not for everyone. I write as I speak, and I speak as I write". That might be one of the biggest strengths and weaknesses of his book. Joseph writes in a very easy-going way, while you read seems that you are talking to him (he made me laugh while I was reading the book, what an accomplishment for a business book), but at the same time Joseph is prolix and speaks a lot. The book could be shorter, more straight to the point, and by that more easy to retain its learning.

In a moment where we feel constantly disrespected by companies that we interact with, Joseph reminds us that marketing is all about commitment and true human connection. This book was able to impact me more as a consumer than as a marketing professional: Flip the Funnel it's a collective outburst of the customer service that we are all experiencing by companies that surround us. Joseph brings the great paradox of companies and marketers: how companies that carefully build and protect its brand can treat customers in such an apathy way? Companies that spent millions and millions in advertising, but ruins every effort on a single call answered by an unprepared staff. These moments are called by the service industry as "moments of truth", but how seriously brands are taking care of these moments?

To turn this game, Joseph suggests that we should flip the funnel; companies must understand that making a sale is not the end of the process, but the beginning of a relationship between the brand and its customers. This is definitely the most valuable learning from this book and would probably require major changes from companies to achieve this transformation. To flip the funnel the book mentions different rules and important key words such as ADIA: Acknowledgement, Dialogue, Incentivization, and Activation. But, instead of memorizing all these words, simply have in mind that you need to leverage your customer experience. And if your company has not started to think about that, Joseph shows that in a world where everything is connect and interconnect, customer experience is not anymore a matter of choice, no matter the industry.

Flip the funnel has a great balance between tradition and forward thinking. It brings back the importance of doing business in a more old-fashioned way, but also how marketers should embrace technology as a transformative game-changer on customer service. Technology is not made to eliminate human connections, on the contrary is to enhance our connections with people and brands. The balance between old and new is expanded to the channel discussion. I felt relieved that the book is not only about social media. In other words, he puts social media as an important piece of puzzle to a high quality customer experience, but not as the only solution.

The book also clarifies some concepts that are being used in a wrong way by marketers such as retention, personalization and customer loyalty. It's interesting how much we've already heard from these concepts, but how few brands really know how to do it. The cases to support Joseph's thoughts are mostly already known by marketers, but still the author brings a fresh perspective about why we should continue to pay attention to brands like Ritz-Carlton, IBM and Jet Blue.

Joseph doesn't seem very worried in eternize its book as a fundamental marketing book, but instead, more concerned about provoking and challenging the way that most brands relate with its customers today. So, don't expect that this book will become your marketing bible, but will definitely make you rethink the current way you are building your brand.

One person found this helpful

Helpful

Steven H. Parker

An important book for mapping marketing's future

Reviewed in the United States on July 24, 2010

Verified Purchase

Despite several minor flaws, Flip the Funnel is a well-written tour-de-force that argues skillfully that marketing's obsession with customer acquisition--instead of retention--is bass-ackwards. Not only that, Jaffe shows that it's not a simple case of imbalanced priorities. By laying out a coherent rationale for winning new customers via customer service-focused retention, he boldly imagines what lies beyond Net Promoter Scores and viral froth.

This author worships no sacred cows. He's unafraid to lampoon marketing and service worst practices wherever they're found: traditional, digital, new, old or social. The context he provides for many popular marketing ideas and theories will connect the dots in new ways for many readers.

Despite its consumer slant, Flip the Funnel is possibly the most important book for B2B marketers since Permission Marketing or Cluetrain.

Reviewed in the United States on May 4, 2022

Verified Purchase

Very practical and can be used to strategies for new and old business alike.
I will recommend to othe small and medium enterprises ti grow their businesses.

Reviewed in the United States on April 17, 2011

Verified Purchase

I was really looking forward to this book. I purchased it and could not wait for it to arrive! But it was a very, very frustrating book to read. Nearly the whole book talked about what good customer service is and why we need it. Well, I already know that! I was looking for some concrete information about how to use existing customers to gain new ones, and I just never found it in this book. Just when I thought I would get some juicy info, here comes some more blabbering bringing me back to what good customer service is and why we need it. My apologies to the author, I just didn't find what I was looking for. Glad it worked for others.

6 people found this helpful

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Pieter Wuyts

a must read for Marketeers

Reviewed in Germany on September 6, 2017

Verified Purchase

We all know that Marketing is changing and will never stop changing.
But the question is always: what comes next?

This precise question is answered in this book. I highly recommend this book to all Marketing students and professionals. Not only to avoid wasting to much money on above the line, but especially to celebrate our customers who bring in the profit.
The book offers models and a roadmap how to start to focus on the customer base and to activate them to bring in new customers.
Enjoy the wits and wisdom of Joseph Jaffe...

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