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

3.45  ·  Rating Details  ·  85 Ratings  ·  12 Reviews
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 busin ...more
ebook, 304 pages
Published January 12th 2010 by Wiley
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Viktor Zakharchenko
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 рекоменд ...more
E
Jul 12, 2010 E rated it really liked it  ·  review of another edition
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. Instea
...more
Kaitlyn
Apr 04, 2012 Kaitlyn rated it really liked it  ·  review of another edition
Shelves: school-books
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 line
...more
Chad Kettner
Jul 23, 2012 Chad Kettner rated it liked it  ·  review of another edition
Shelves: business
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
...more
Thomas
Aug 29, 2015 Thomas rated it it was ok  ·  review of another edition
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.
loafingcactus
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
Dec 09, 2015 Cory Huff rated it really liked it  ·  review of another edition
Shelves: 2015-goal
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.
Gavin Greenwood
Mar 17, 2011 Gavin Greenwood rated it it was amazing  ·  review of another edition
REVOLUTIONARY! This is a fresh perspective that turns marketing into a whole new adventure. It has become my new Marketer's bible.
Mark Polino
Nov 01, 2011 Mark Polino rated it really liked it  ·  review of another edition
Shelves: non-fiction, 2011
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.
Martin
Apr 11, 2010 Martin rated it really liked it  ·  review of another edition
please see my review at advertising age:

http://adage.com/bookstore/post?artic...
Leah
Aug 06, 2011 Leah rated it liked it  ·  review of another edition
I think they stole my idea.
jennifer
Mar 08, 2011 jennifer rated it did not like it  ·  review of another edition
Shelves: kindle
For class.
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