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Customer Review

21 of 22 people found the following review helpful
4.0 out of 5 stars I will change my marketing strategy based on ideas in this book., January 23, 2010
This review is from: Flip the Funnel: How to Use Existing Customers to Gain New Ones (Hardcover)
Marketing consultant and blogger Joseph Jaffe was the keynote speaker at the MarketingSherpa Email Summit in January 2010. Each member of the audience received a copy of Flip the Funnel courtesy of the event's sponsor. I've just returned from the conference and read the book on the trip home.

As is common in business books, Jaffe synthesizes a few new facts and concepts, with back-to-the-basics common sense, a collection of case studies into a strongly presented New World View. Jaffe's main point is compelling. The funnel that gets flipped in the book's title is the new business acquisition sales funnel of AIDA: Awareness, Interest, Desire, and Action.

Jaffe asserts that in today's new media environment - fueled by new social media connections - companies should instead focus on customer retention by having the highest quality customer experience. By focusing on the funnel that begins with a customer's first purchase, delighted customers can then be activated to become evangelists for the company. Thus, the company will grow it's customer base through a powerful word of mouth effect.

Jaffe's new flipped funnel is ADIA: Acknowledgement, Dialogue, Incentivization, and Activation.

As a Marketing Director who is developing a new social media strategy, Flip the Funnel has caused me to view our plans with a new perspective. On Monday, I will be taking the concepts from his keynote and the book to my colleagues at MCH, and I will be incorporating some of the ideas into my strategic plan.

That said, the book isn't perfect. It would have benefited from sticking closer to its most important concepts. Also, some of its case studies and examples aren't fresh. The YouTube PR horror stories of Domino's Pizza and United Airlines have already made the rounds. I spotted some typos and minor factual mistakes, too.

All in all, I recommend the book, and I highly recommend Jaffe's speaking events. He's a terrific presenter with an important approach to business in the age of social media.
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Showing 1-2 of 2 posts in this discussion
Initial post: Jan 25, 2010, 9:22:19 AM PST
Joseph Jaffe says:
This is exactly the kind of review I was looking for - I'd rather an honest 4-star than an empty 5-star (although honest 5-star ones are even better :))

Seriously, hearing that this book has made a direct on impact on you...so much so that you're going to change your marketing strategy is exactly why I wrote it. I'm honored.

I did want to note that it's amazing how United Breaks Guitars and Domino's (which themselves are less than a year old) are considered "old" case studies. Just shows you how rapid/fast paced the information economy moves...and how a hard cover book is always going to play catch up :)

All the best,

Joseph

Posted on Jun 14, 2016, 12:08:39 AM PDT
I hope the author releasing newer edition which is better than 1st edition
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