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) Whats the Next Big Thing? Sense (2013)

4. What if?

5. 6

6. What if we got it all wrong?

7. Do the Math

8. Zappos 9 75%

9. 12% 6% 3%

10. Time to spurn the concept of churn Whats the point of fishing if your nets full of holes?

11. Introducing A.D.I.A. aka The Flipped Funnel 13

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

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16. Hypothesis 1: Retention becomes the NEW acquisition

17. Zappos Customers will pay a premium for great service

18. Segment your Customer Segment your Customer

19. 21

20. Transform Advocates into Ambassadors

21. Who Likes Doing Their Taxes? 23 1% response and 100,000 new customers

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23. Hypothesis 2: Customer Service becomes THE strategic differentiator

24. 26 1,000,000 of your closest strangers

25. Customer Service is the NEW Marketing/P.R./ 27 Crisis Communication

26. This is not your grandfathers customer service 28

27. The New Rules of Customer Service Customer Service doesnt 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

28. Hypothesis 3: The REAL role of social media is RETENTION

29. 32 Social = WATER Media = OIL

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32. The REAL role of Social Media 35 Ive 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 Youre a friggen shoe! And Im pretty sure some of that activity is illegal

33. 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

34. How do you scale humanity? This is a people business driven by technology Jim Bush (American Express)

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36. Sometimes youve got to go off-script

37. Putting it all together

38. Funnel of Attention Funnel of Trust Funnel of Customer Experience

39. 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

40. $83 billion is lost each year in the U.S. thanks to poor customer experience

41. Close the Loop

42. A Complete Reinvention of Customer Experience Design

43. Is Nike a Technology Company?

44. A customer-centric ecosystem powered by technology Your customers are your most influential salespeople; your employees are your most credible spokespeople

45. RESOLVED! Your customers love to buy

46. People dont care how much you know, Until the know how much you care. You cant automate intimacy How do you scale humanity? One human step at a time

47. 55 Evolution Revolution

48. Introducing Z.E.R.O. In a perfect world, the optimal paid media budget would be ZERO

49. 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. Join The Conver-sation Madison & Mountain View Life after the 30- second spot