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

"Zappos is devoted to delivering happiness through great customer service. In Flip 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

Spis treści:
Chapter 1: The theory behind Flipping the Funnel.
Chapter 2: What the recession taught us (AKA Returning to basics).
Chapter 3: Charity begins at home.
Chapter 4: Time to spurn the concept of churn.
Chapter 5: Technology and Relationships – a Love/Hate Relationship.
Chapter 6: Time to flip the funnel.
Chapter 7: Politics, Shoes and Insurance: 3 examples of Flipping the Funnel.
Chapter 8: The key is customer experience.
Chapter 9: How employees help flip the funnel.
Chapter 10: Customer Service as a Strategic Driver.
Chapter 11: The new channels of customer service – blogging, real time texting (twitter) etc  – Crowdsourcing customer service – a community–driven approach.
Chapter 12: Transforming mouths into megaphones.
Chapter 13: To incent or not to incent: is that the question?
Chapter 14: The New Customer Activation model: Content, Conversation, Commendation.
Chapter 15: The Economic Benefits of Customer Experience.
Chapter 16: Making it all happen….cultural sell–through and organizational sign–off.
Chapter 17: Flip the Funnel for your personal life.
Chapter 18: I had a great experience, how about you?

Nota biograficzna:

JOSEPH JAFFE is President and Chief Interrupter of crayon, a strategic consultancy that helps clients leverage new media and social 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 Jaffe Juice TV (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 Life After the 30–Second Spot and Join the Conversation. 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

Okładka tylna:

"Zappos is devoted to delivering happiness through great customer service. In Flip 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 f or 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