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

Foreword ix

Acknowledgments xiii

Preface xv

Section I Getting Priorities Straight 1

1 The Theory behind Flipping the Funnel 3

2 What the Recession Taught Us (AKA Returning to Basics) 11

3 Charity Begins at Home 17

4 Time to Spurn the Concept of Churn 27

5 Technology and Relationships—a Love-Hate Relationship 37

Section II A New Way Forward 47

6 Time to Flip the Funnel 49

7 Politics, Shoes, and Insurance: Three Examples of Flipping the Funnel 81

8 The Key is Customer Experience 97

9 How Employees Help Flip the Funnel 109

10 Customer Service as a Strategic Driver 121

11 The New Channels of Customer Service 157

Section III Making It All Happen 179

12 Transforming Mouths into Megaphones 181

13 To Incent or Not to Incent: is That the Question? 203

14 The New Customer-Activation Model: Content, Conversation, Commendations 217

15 The Economic Benefits of Customer Experience 237

16 Cultural Sell-through and Organizational Sign-off 247

17 Flip the Funnel for Your Personal Life 263

18 I Had a Great Experience—How about You? 269

Resources 275

Index 277