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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Joseph Jaffe's book: "Flip the Funnel: How to Use Existing Customers to Gain New Ones".
This complete summary of the ideas from Joseph Jaffe's book "Flip the Funnel" shows that using the traditional sales funnel, businesses worldwide spend billions on acquiring new customers. You advertise widely to create awareness and then follow up with those that show interest to hopefully stoke their desire for what’s on offer. Then, when the time is right, you make them an irresistible offer to get them to take action and buy. Money goes in one end of the funnel and satisfied customers hopefully come out the other end. What if you were to flip that funnel over? What would be the result if instead of spending all that money trying to acquire new customers, you instead spent that same money on making the customers you already have happier by providing them with a superior customer experience? This summary is all customer loyalty and retention.
Added-value of this summary:
• Save time
• Understand key concepts
• Increase your business knowledge
To learn more, read "Flip the Funnel" and discover how to grow your customer base from the inside out.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 33
Veröffentlichungsjahr: 2013
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Book Presentation:Flip The Funnel by Joseph Jaffe
Book Abstract
About the Author
Important Note About This Ebook
Summary of Flip The Funnel (Joseph Jaffe)
1. The current state of marketing
2. Marketing as it should be and could be
3. How to get there
Book Presentation:Flip The Funnel by Joseph Jaffe
Book Abstract
Main Idea
The conventional view of advertising and marketing is you have to spend money to acquire new customers. With that in mind, businesses worldwide spend billions on acquiring new customers using the traditional sales funnel – advertise widely to create Awareness and then follow up with those that show Interest to hopefully stoke their Desire for what’s on offer. Then, when the time is right, you make them an irresistible offer to get them to take Action and buy. Money goes in one end of the funnel and satisfied customers hopefully come out the other end.
What about if you were to flip that funnel over? What would be the result if instead of spending all that money trying to acquire new customers, you instead spent that same money on making the customers you already have happier by providing them with a superior customer experience? Could you focus so intensively and pervasively on customer retention that it in fact grows to become the main process by which you also achieve new customer acquisition?
A flipped funnel would look something like this. In place of the conventional Awareness-Interest-Desire-Action dynamic, you would instead be concentrating on:
Providing acknowledgment of your customers in meaningful ways.Establishing an ongoing and vibrant dialogue with your customers.Incentivizing your existing customers to tell their friends.Activating the collective potential of crowds who notice happy customers.Making this whole process regenerating and therefore self-sustaining.The fundamental difference is the flipped funnel is an inside-out approach to growing your business. You spend money on making the customers you now have so happy they refer you to others. This is a 180-degree shift from the normal outside-in approach which focuses on bringing progressively more and more new customers into your business all the time.
“This is all about growing your business while shrinking your budget; about getting more from less at a time when business needs and even demands it. It’s about eliminating waste and focusing dollars on the people who really matter: your customers. It’s about harnessing the hidden potential of two incredibly underutilized constituencies: customer evangelists and employees. We begin with the end in mind: an economic boom in the form of more business. During trying times, our opportunity does not come from cutting costs, mitigating risk, or trading off quality (experience) for quantity (transactions). It instead comes from ramping up our investment and commitment. So why don’t you listen more, respond more, learn more and do more – using a new CUSTOMER-behavior and activation model called the Flipped Funnel.”
– Joseph Jaffe
About the Author
JOSEPH JAFFE is a consultant and public speaker. He currently serves as Chief Interruptor of Powered, a media agency firm. Mr. Jaffe previously founded crayon, a strategic consulting firm to The Coca-Cola Company, Panasonic, Kraft Foods and H&R Block before it was acquired by Powered. Prior to launching crayon, Mr. Jaffe ran a firm called jaffe, LLC which worked with P&G, TiVo and Microsoft. Mr. Jaffe has also worked as Director of Interactive Media at TBWA/Chiat/Day and OMD USA. He is the author of three books including Life After the 30-Second Spot and Join the Conversation. Mr. Jaffe’s blog at www.jaffejuice.com is highly regarded as a commentary on new marketing ideas. Mr. Jaffe has lectured at New York University and Syracuse University and is a senior fellow at the Center for the Digital Future at USC. Mr. Jaffe is a graduate of the University of Cape Town.
The Web site for this book is at www.FlipTheFunnelNow.com.
Important Note About This Ebook
