Flip the funnel : how to use existing customers to gain new ones
著者
書誌事項
Flip the funnel : how to use existing customers to gain new ones
J. Wiley, c2010
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注記
Includes index
内容説明・目次
内容説明
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.
目次
Foreword ix
Acknowledgments xiii
Preface xv
Section I Getting Priorities Straight 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
Section II A New Way Forward 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
Section III Making It All Happen 179
12 Transforming Mouths into Megaphones 181
13 To Incent or Not to Incent: is That the Question? 203
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
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