{"product_id":"flip-the-funnel-hardcover","title":"Flip the Funnel - Hardcover","description":"\u003cp\u003eby \u003cb\u003eJoseph Jaffe\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eWhy customer retention is the new acquisition \u003c\/p\u003e\u003cp\u003eIf 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 \u003ci\u003eLife After the 30-Second Spot\u003c\/i\u003e and \u003ci\u003eJoin the Conversation, \u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eWhat 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.\u003c\/p\u003e \u003cp\u003eAnd 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.\u003c\/p\u003e \u003cp\u003eUsing 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eExplains how to cut your marketing budget AND grow sales!\u003c\/li\u003e \u003cli\u003eIllustrates practical ways to use existing customers to reach out to new prospects\u003c\/li\u003e \u003cli\u003eOutlines the authentic role of social media\u003c\/li\u003e \u003cli\u003eDemonstrates key ideas with rich, real life examples including Comcast, Apple, The Obama Campaign, Dell, Panasonic, American Airlines, Delta Airlines, Johnson \u0026amp; Johnson, Coca-Cola and many, many more\u003c\/li\u003e \u003cli\u003eWritten 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)\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eVisit www.flipthefunnelnow.com to join the conversation.\u003c\/p\u003e\u003ch3\u003eFront Jacket\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eWhen 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? \u003c\/p\u003e\u003cp\u003e 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 \u003ci\u003eLife After the 30-Second Spot and Join the Conversation, Flip the Funnel\u003c\/i\u003e brings you a radically new, radically common sense look at customer experience as the key to business success. \u003c\/p\u003e\u003cp\u003eGet ready to do a 180 on everything you thought you knew about marketing as \u003ci\u003eFlip the Funnel: \u003c\/i\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eExplains how to cut your marketing budget and grow sales by focusing on what really -matters-- your customers and employees\u003c\/li\u003e\n\u003cli\u003eOutlines the real role of social media\u003c\/li\u003e\n\u003cli\u003eReveals the hidden potential of influencers and evangelists \u003c\/li\u003e\n\u003cli\u003eIllustrates practical ways to use existing customers to reach out to new prospects\u003c\/li\u003e\n\u003cli\u003eShows how retention can be the new acquisition\u003c\/li\u003e\n\u003cli\u003eDemonstrates key ideas with rich, real-life examples including Comcast, Apple, the Obama campaign, Dell, Panasonic, American Airlines, Zappos, Johnson \u0026amp; Johnson, Coca-Cola, and many, many more\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e 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. \u003c\/p\u003e\u003ch3\u003eBack Jacket\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eWhen 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? \u003c\/p\u003e\u003cp\u003e 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 \u003ci\u003eLife After the 30-Second Spot and Join the Conversation, Flip the Funnel\u003c\/i\u003e brings you a radically new, radically common sense look at customer experience as the key to business success. \u003c\/p\u003e\u003cp\u003eGet ready to do a 180 on everything you thought you knew about marketing as \u003ci\u003eFlip the Funnel: \u003c\/i\u003e \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eExplains how to cut your marketing budget and grow sales by focusing on what really matters-- your customers and employees\u003c\/li\u003e\n\u003cli\u003eOutlines the real role of social media\u003c\/li\u003e\n\u003cli\u003eReveals the hidden potential of influencers and evangelists \u003c\/li\u003e\n\u003cli\u003eIllustrates practical ways to use existing customers to reach out to new prospects\u003c\/li\u003e\n\u003cli\u003eShows how retention can be the new acquisition\u003c\/li\u003e\n\u003cli\u003eDemonstrates key ideas with rich, real-life examples including Comcast, Apple, the Obama campaign, Dell, Panasonic, American Airlines, Zappos, Johnson \u0026amp; Johnson, Coca-Cola, and many, many more\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e 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. \u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eJOSEPH JAFFE\u003c\/b\u003e is President and Chief Interrupter of crayon, a strategic consultancy that helps clients leverage new media and social \u0026amp; media to effect transformational change. Prior to launching crayon, Joseph was Director of Interactive Media at TBWA\\Chiat\\Day and OMD USA. Jaffe hosts a Web video show on marketing called \u003ci\u003eJaffe Juice TV\u003c\/i\u003e (www.jaffejuice.tv). He also publishes a popular and influential marketing blog and audio podcast called Jaffe Juice (www.jaffejuice.com). Jaffe is the author of two previous books, bestselling \u003ci\u003eLife After the 30-Second Spot\u003c\/i\u003e and \u003ci\u003eJoin the Conversation\u003c\/i\u003e. He is a Senior Fellow at the Center for the Digital Future at the USC -Annenberg School and the Society for New Communications Research. Contact him at jaffe@crayonville.com or follow him on Twitter: @jaffejuice \u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 304\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 1.1 x 9 x 6.2 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e February 01, 2010\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":42687466209343,"sku":"9780470487853","price":35.94,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0105\/8226\/1823\/files\/5ab83664d04d0d3af5be06f2f206d634.webp?v=1764978693","url":"https:\/\/dhlswag.com\/products\/flip-the-funnel-hardcover","provider":"BBB","version":"1.0","type":"link"}