AMA, February 2010
Flip the Funnel
AMA
February 2010
Flip the Funnel
…the industry‟s first full-service
social media agency
with scale
New Media Social Media
Writing the Book on the Future… Three Times
What’s the next BIG thing?
Customer Experience
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What if we got it all wrong?
What if we got it all wrong?
• What percentage of your revenue comes from 2+ customers versus first time customers?– Within repeat customers, how few are responsible for
how much?
– What about buzz?
• What about $$$ spent against these customers:– 1st time (communications)
– Repeat (CRM/loyalty)
– Tenured (status)
– Heavy (loyalty)
– Talkative (PR?)
• “Retention” is both relegated to the back office and in of itself fragmented (diluted)
Do the Math
Zappos
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75%
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What‟s the point of fishing if your net‟s
full of holes?
Time to spurn the concept of churn
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12% 6% 3%
What‟s wrong with the traditional funnel?
• It’s lopsided and out of proportion
• It’s out of date
– People don’t buy this way anymore
• It’s oversimplified
– Where’s research, trial or satisfaction?
• It’s linear
• It’s open
• It’s incomplete
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Solutions anyone?
• Extend it
• Turn it on its side
• Flip it completely…
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Source: Seth Godin
Introducing A.D.I.A. aka The Flipped Funnel
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Commitment to Conversation™
Listening AND Responding
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The rise of customer-centric
branded communities
The 4 levels of engagement & activation:
1. Product2. Brand3. Experiential4. Communal
Retention becomes the NEW acquisition
Hypothesis 1:
Customer Service becomes THE key strategic
differentiator
Hypothesis 2:
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This is not your grandfather‟s customer service
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1,000,000 of your closest strangers
Zappos
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Customer service is
the new Marketing
Customer service is
the new P.R.
Customer service is the new
Crisis Communication
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The 10 New Rules of Customer Service
Customer Service doesn‟t stop at 5pm on a Friday
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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
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All customers are equal
(but some are more equal than others)
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Customer service lives “in-the-now”
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SAFE
„tis better to be S.A.F.E. than sorry
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Customer service can be a revenue
generator
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Geek Squad
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Customer service lives in the public
domain
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The REAL role of social media is RETENTION
Hypothesis 3:
The REAL role of Social Media• Social media is an oxymoron
– …or perhaps the real morons are those misusing it
• Time to prepare for a post-marketing era– Where do you think Facebook belongs?
• People don’t want to talk to a shoe and yet shoes keep on trying to talk to people
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I’ve got 5,000 followers on
Twitter. How about you?
Be my friend on Facebook?
You’re a friggen’ shoe!
Putting it all together
Funnel of Attention
Funnel of Trust
Funnel of Service
Marry customer experience with W.O.M.
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Flip the B2B Funnel
• This is an industry where relationship counts more than ever– People don’t care how much you know…
• For this reason, it makes good business sense to segment your customers based on loyalty, value, tenure, experience, influence– Think “Invitation only community”
• …but on the subject of “how much you know”– Great opportunity to leverage knowledge base,
thought leadership and reward via “universal currency”
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A Complete Reinvention of Customer
Experience Design
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Flip the Funnel NOW!
www.jaffejuice.com
+1 917 603 4639 (to speak to me)
e-mail: [email protected]
Twitter: @jaffejuice
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