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.

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

15. USAA
R.E.A.C.H.
15

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

55. 55
Evolution Revolution

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.
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