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

  • ID: 2241725
  • Book
  • 304 Pages
  • John Wiley and Sons Ltd
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"Zappos is devoted to delivering happiness through great customer service. InFlip the Funnel, Jaffe outlines a way to authentically build companies by making the most of the dedication and loyalty of their employees and customers." —Tony Hsieh, CEO, Zappos.com

"Flip The Funnel is a book you must read. It′s the perfect business book for these times. It will make you think, reassess, and act in new and better ways—profitable ways. It′s real, it′s realistic, and it′s reality."—Jeffrey Gitomer, author of The Little Red Book of Selling

"This book will make you think. Really hard. And if you′re lucky, take action."—Seth Godin, author of Tribes

"From here on out, your relationship with your customer will be your only major differentiator. Mr. Jaffe shows you how to create those relationships in ways never before possible, thanks to emerging new technologies and his clever new ways to use them."—Bob Greenberg, Vice President, Brand Marketing Group, Panasonic Corporation of North America

"It is evident in today′s increasingly digital and ever–changing world that conventional thinking will lead to conventional results. Joseph strikes an important message for all industries that we must continue to challenge the status quo and rethink everything as it relates to our business, our brands, and, most importantly, our customers." —Michael Mendenhall, Senior Vice President and Chief Marketing Officer, HP

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Foreword.

Acknowledgments.

Preface.

Section I Getting Priorities Straight.

1 The Theory behind Flipping the Funnel.

2 What the Recession Taught Us (AKA Returning to Basics).

3 Charity Begins at Home.

4 Time to Spurn the Concept of Churn.

5 Technology and Relationships—a Love–Hate Relationship.

Section II A New Way Forward.

6 Time to Flip the Funnel.

7 Politics, Shoes, and Insurance: Three Examples of Flipping the Funnel.

8 The Key Is Customer Experience.

9 How Employees Help Flip the Funnel.

10 Customer Service as a Strategic Driver.

11 The New Channels of Customer Service.

Section III Making It All Happen.

12 Transforming Mouths into Megaphones.

13 To Incent or Not to Incent: Is That the Question?

14 The New Customer–Activation Model: Content, Conversation, Commendations.

15 The Economic Benefits of Customer Experience.

16 Cultural Sell–through and Organizational Sign–off.

17 Flip the Funnel for Your Personal Life.

18 I Had a Great Experience—How about You?

Resources.

Index.

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Joseph Jaffe
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