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082 0 4 _a658.8/72
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049 _aMAIN
100 1 _aJaffe, Joseph,
_d1970-
_1https://id.oclc.org/worldcat/entity/E39PCjJJ7tBRJpbWpfpfVccfhd
245 1 0 _aFlip the funnel :
_bhow to use existing customers to gain new ones /
_cJoseph Jaffe.
260 _aHoboken, N.J. :
_bWiley,
_c�2010.
300 _a1 online resource (xviii, 286 pages) :
_billustrations
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
504 _aIncludes bibliographical references and index.
520 0 _a"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."--Publisher's website
505 0 _aFlip the Funnel: How to Use Existing Customers to Gain New Ones; Contents; Foreword; Acknowledgments; Preface; Section 1: Getting Priorities Straight; Section II: A New Way Forward; Section III: Making It All Happen; Resources; Index.
588 0 _aPrint version record.
590 _aJohn Wiley and Sons
_bWiley Online Library: Complete oBooks
650 0 _aCustomer relations.
650 0 _aBusiness referrals.
650 0 _aCustomer services.
650 6 _aM�ethode de la boule de neige (Marketing)
650 6 _aService �a la client�ele.
650 7 _aBUSINESS & ECONOMICS
_xMarketing
_xTelemarketing.
_2bisacsh
650 7 _aBUSINESS & ECONOMICS
_xMarketing
_xMultilevel.
_2bisacsh
650 7 _aBUSINESS & ECONOMICS
_xMail Order.
_2bisacsh
650 7 _aBUSINESS & ECONOMICS
_xMarketing
_xDirect.
_2bisacsh
650 7 _aBUSINESS & ECONOMICS
_xE-Commerce
_xInternet Marketing.
_2bisacsh
650 7 _aBusiness referrals
_2fast
650 7 _aCustomer relations
_2fast
650 7 _aCustomer services
_2fast
758 _ihas work:
_aFlip the funnel (Text)
_1https://id.oclc.org/worldcat/entity/E39PCFyGX9DBRKhRfbC69w9Xr3
_4https://id.oclc.org/worldcat/ontology/hasWork
776 0 8 _iPrint version:
_aJaffe, Joseph, 1970-
_tFlip the funnel.
_dHoboken, N.J. : Wiley, �2010
_z9780470487853
_w(DLC) 2009035143
_w(OCoLC)429027030
856 4 0 _uhttps://onlinelibrary.wiley.com/doi/book/10.1002/9781118257852
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