Why customer retention is the new acquisition 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. * Explains how to cut your marketing budget AND
grow sales! * Illustrates practical ways to use existing customers to reach out
to new prospects * Outlines the authentic role of social media * Demonstrates
key ideas with rich, real life examples including Comcast, Apple, The Obama
Campaign, Dell, Panasonic, American Airlines, Delta Airlines, Johnson &
Johnson, Coca-Cola and many, many more * Written by one of the most sought-
after consultants, keynote speakers, and thought-leaders on new marketing
change and innovation; renowned blogger and podcaster at Jaffe Juice
(www.jaffejuice.com) and host/presenter of web video show, JaffeJuiceTV
(www.jaffejuice.tv) Visit www.flipthefunnelnow.com to join the conversation.
