Webinar with Joseph Jaffe, best-selling author of "Flip the Funnel: How to Use Existing Customers to Gain New Ones"
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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. Best-selling author Joseph Jaffe challenges marketers to "flip the funnel" once and for all. That's the key takeaway from this webinar, moderated by Alex Shipillo, Senior Marketing Manager from Influitive, the advocate marketing experts. Jaffe will share how, with a renewed focus and energy on customer experience, it is possible to turbocharge your sales and engage 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.
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Webinar with Joseph Jaffe, best-selling author of "Flip the Funnel: How to Use Existing Customers to Gain New Ones"
- 1. Flip the Funnel Webinar September 16th, 2014 Joseph Jaffe jaffe@startupsforbrands.com Twitter: @jaffejuice (917) 603-4639 #hashtag
- 2. The Great Resolve People love to buy… …but they hate to be sold to
- 3. Writing the book on the future (4 times) New Media (2005) Social Media (2007) Customer Common Experience (2010) What’s the Next Big Thing? Sense (2013)
- 4. What if?
- 6. 6
- 7. What if we got it all wrong?
- 8. Do the Math
- 9. Zappos 9 75%
- 10. 12% 6% 3%
- 12. Time to spurn the concept of churn What’s the point of fishing if your net’s full of holes?
- 13. Introducing A.D.I.A. aka The Flipped Funnel 13
- 14. 14
- 16. 16
- 17. 17
- 18. Hypothesis 1: Retention becomes the NEW acquisition
- 19. Zappos Customers will pay a premium for great service
- 20. Segment your Customer Segment your Customer
- 21. 21
- 22. Transform Advocates into Ambassadors
- 23. Who “Likes” Doing Their Taxes? 23 1% response and 100,000 new customers
- 24. 24
- 25. Hypothesis 2: Customer Service becomes THE strategic differentiator
- 26. 26 1,000,000 of your closest strangers
- 27. Customer Service is the NEW Marketing/P.R./ 27 Crisis Communication
- 28. This is not your grandfather’s customer service 28
- 29. The New Rules of Customer Service Customer Service doesn’t stop at 5pm on a Friday 1 2 3 4 5 6 7 8 9 10 From “everything” to “everyone” communicates All customers are equal (some more than others) Customer service is not only about solving problems Customer service lives “in the now” Customer service can be a revenue generator Customer service lives in the public domain Customer service is an ongoing commitment Customer service can be proactive anticipatory Customer service is alive
- 31. Hypothesis 3: The REAL role of social media is RETENTION
- 32. 32 Social = WATER Media = OIL
- 33. 33
- 34. 34
- 35. The REAL role of Social Media 35 I’ve got 5,000 followers on Twitter. How about you? LIKE me on Facebook? Add me to your Google + Circles? What the hell even is a circle? Hashtag me on Instagr.am. Check into me on FourSquare You’re a friggen’ shoe! And I’m pretty sure some of that activity is illegal
- 36. Awareness( Interest( Like = Satisfactory Desire( Ac.on( Facebook “Like” broadening the wrong end of the funnel © “Flip the Funnel: How to use existing customers to gain new ones” (2010, Wiley) by Joseph Jaffe
- 37. How do you scale humanity? This is a people business driven by technology – Jim Bush (American Express)
- 38. 38
- 39. Sometimes you’ve got to go off-script…
- 41. Putting it all together
- 42. Funnel of Attention Funnel of Trust Funnel of Customer Experience
- 43. Traditional Funnel meets Flipped Funnel Interest The New Integration: Desire Acquisition Acknowledgement Dialogue Retention Incentivization Activation New Acquisition Awareness Action © “Flip the Funnel: How to use existing customers to gain new ones” (2010, Wiley) by Joseph Jaffe
- 44. $83 billion is lost each year in the U.S. thanks to poor customer experience
- 47. Close the Loop
- 48. A Complete Reinvention of Customer Experience Design
- 50. Is Nike a Technology Company?
- 52. A customer-centric ecosystem powered by technology Your customers are your most influential salespeople; your employees are your most credible spokespeople
- 53. RESOLVED! Your customers love to buy
- 54. People don’t care how much you know, Until the know how much you care. You can’t automate intimacy How do you scale humanity? One human step at a time
- 57. Introducing Z.E.R.O. In a perfect world, the optimal paid media budget would be ZERO
- 59. People who this presentation, also : www.jaffejuice.com +1 917 603 4639 (to speak to me) e-mail: jaffe@startupsforbrands.com Twitter: @jaffejuice Z.E.R.O. Join The Conver-sation Madison Mountain View Life after the 30- second spot