Flip the funnel: how to use existing customers to gain new ones
"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 me...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2010
|
| Schlagworte: | |
| Online-Zugang: | FRO01 FUBA1 UBG01 UBT01 UBY01 Volltext |
| Zusammenfassung: | "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 <U+2013> 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 <U+2013> 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 |
| Beschreibung: | 1 Online-Ressource (XVIII, 286 S.) Ill., graph. Darst. |
| ISBN: | 9781118257852 9780470591246 9780470591260 9780470591253 |
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| 520 | |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 <U+2013> 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 <U+2013> 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 | ||
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Datensatz im Suchindex
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| author | Jaffe, Joseph 1970- |
| author_GND | (DE-588)134199723 |
| author_facet | Jaffe, Joseph 1970- |
| author_role | aut |
| author_sort | Jaffe, Joseph 1970- |
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| dewey-full | 658.8/72 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/72 |
| dewey-search | 658.8/72 |
| dewey-sort | 3658.8 272 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| isbn | 9781118257852 9780470591246 9780470591260 9780470591253 |
| language | English |
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| spelling | Jaffe, Joseph 1970- Verfasser (DE-588)134199723 aut Flip the funnel how to use existing customers to gain new ones Joseph Jaffe Hoboken, NJ Wiley 2010 1 Online-Ressource (XVIII, 286 S.) Ill., graph. Darst. txt rdacontent c rdamedia cr rdacarrier "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 <U+2013> 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 <U+2013> 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 BUSINESS & ECONOMICS / Marketing / Telemarketing bisacsh BUSINESS & ECONOMICS / Marketing / Multilevel bisacsh BUSINESS & ECONOMICS / Mail Order bisacsh BUSINESS & ECONOMICS / Marketing / Direct bisacsh BUSINESS & ECONOMICS / E-Commerce / Internet Marketing bisacsh Business referrals fast Customer relations fast Customer services fast Wirtschaft Customer relations Business referrals Customer services Unternehmen (DE-588)4061963-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Kundenbindung (DE-588)4384508-3 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Kundenbindung (DE-588)4384508-3 s Marketing (DE-588)4037589-4 s DE-604 Erscheint auch als Druck-Ausgabe, Hardcover 978-0-470-48785-3 https://onlinelibrary.wiley.com/doi/book/10.1002/9781118257852 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Jaffe, Joseph 1970- Flip the funnel how to use existing customers to gain new ones BUSINESS & ECONOMICS / Marketing / Telemarketing bisacsh BUSINESS & ECONOMICS / Marketing / Multilevel bisacsh BUSINESS & ECONOMICS / Mail Order bisacsh BUSINESS & ECONOMICS / Marketing / Direct bisacsh BUSINESS & ECONOMICS / E-Commerce / Internet Marketing bisacsh Business referrals fast Customer relations fast Customer services fast Wirtschaft Customer relations Business referrals Customer services Unternehmen (DE-588)4061963-1 gnd Marketing (DE-588)4037589-4 gnd Kundenbindung (DE-588)4384508-3 gnd |
| subject_GND | (DE-588)4061963-1 (DE-588)4037589-4 (DE-588)4384508-3 |
| title | Flip the funnel how to use existing customers to gain new ones |
| title_auth | Flip the funnel how to use existing customers to gain new ones |
| title_exact_search | Flip the funnel how to use existing customers to gain new ones |
| title_full | Flip the funnel how to use existing customers to gain new ones Joseph Jaffe |
| title_fullStr | Flip the funnel how to use existing customers to gain new ones Joseph Jaffe |
| title_full_unstemmed | Flip the funnel how to use existing customers to gain new ones Joseph Jaffe |
| title_short | Flip the funnel |
| title_sort | flip the funnel how to use existing customers to gain new ones |
| title_sub | how to use existing customers to gain new ones |
| topic | BUSINESS & ECONOMICS / Marketing / Telemarketing bisacsh BUSINESS & ECONOMICS / Marketing / Multilevel bisacsh BUSINESS & ECONOMICS / Mail Order bisacsh BUSINESS & ECONOMICS / Marketing / Direct bisacsh BUSINESS & ECONOMICS / E-Commerce / Internet Marketing bisacsh Business referrals fast Customer relations fast Customer services fast Wirtschaft Customer relations Business referrals Customer services Unternehmen (DE-588)4061963-1 gnd Marketing (DE-588)4037589-4 gnd Kundenbindung (DE-588)4384508-3 gnd |
| topic_facet | BUSINESS & ECONOMICS / Marketing / Telemarketing BUSINESS & ECONOMICS / Marketing / Multilevel BUSINESS & ECONOMICS / Mail Order BUSINESS & ECONOMICS / Marketing / Direct BUSINESS & ECONOMICS / E-Commerce / Internet Marketing Business referrals Customer relations Customer services Wirtschaft Unternehmen Marketing Kundenbindung |
| url | https://onlinelibrary.wiley.com/doi/book/10.1002/9781118257852 |
| work_keys_str_mv | AT jaffejoseph flipthefunnelhowtouseexistingcustomerstogainnewones |