Joseph Jaffe will be talking about the most important statement in his book Flip the Funnel: Retention is the new acquisition. In other words: we can let our businesses and brands grow from the inside if we focus on retention as our most important strategical proposition. You will win new customers via existing customers.

1. B2B Forum
March 17th, 2016
Retention is the new Acquisition
Joseph Jaffe
jaffe@startupsforbrands.com
Twitter: @jaffejuice
(917) 603-4639
#hashtag

2. The reat Resolve
People love to buy…
…but they hate to be sold to

3. The reat Resolve
People love to buy…
…but they hate to be sold to

4. What’s the Next Big Thing?
Writing the book on the future (4 times)
Customer
Experience (2010)
New Media (2005) Social Media (2007)
Common
Sense (2013)

5. WAS ACQUIRED BY WAS INVESTED IN BY WAS ACCELERATED BY
ACQUIRED
FOR $178M
ACQUIRED
FOR $500M
ACQUIRED
FOR $150M + $475M
WAS INCUBATED BY
What if?
INVESTED
$500M IN

7. 7

8. What if we got it all wrong?

9. Do the Math

11. Every single spend you make is binary:
1: Value to customer 0: Value to you

12. 12% 6% 3%

16. What’s the point of fishing if your net’s full of holes?
Time to spurn the concept of churn

17. The rise of account based marketing

18. Ownership (Equity/R&D)
Referrals (New Acquisition)
Content / Conversation / Commendations
Upsell/Cross Sell
Competitive Conquesting
Churn/Attrition

19. Ownership (Equity/R&D)
Referrals (New Acquisition)
Content / Conversation / Commendations
Upsell/Cross Sell
Competitive Conquesting
Churn/Attrition

20. Introducing A.D.I.A. aka The Flipped Funnel
20

21. 21

22. Retention becomes the NEW acquisition
Hypothesis 1:

23. Zappos
Customers will pay a premium for great service

24. Segment your Customer
Segment your Customer

25. Customer Centricity + Influence = Advocacy

26. Start a Customer Movement

27. Customer Service becomes
THE strategic differentiator
Hypothesis 2:

28. The 4 P’s are Commoditized.

29. 29
Customer Service is the NEW Marketing/P.R./Crisis
Communication

30. 30
This is not your grandfather’s customer service

31. Customer Service doesn’t stop at 5pm on a Friday
2
3
4
5
1
7
8
9
10
6
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
The New Rules of Customer Service

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

34. 34
Social = WATER
Media = OIL

35. 35

36. The REAL role of Social Media
36
I’ve got 5,000 followers on
Twitter. How about you? LIKE
me on Facebook? Add me
to your Google + Circles?
Wait, do circles event exist
anymore? Hashtag me on
Instagr.am. Check into me
on Swarm…
Dude,you’re a friggen’
shoe! And I’m pretty
sure some of that
activity is illegal

37. Facebook “Like” broadening the wrong end of the wrong funnel
© “Flip the Funnel: How to use existing customers to gain new ones” (2010, Wiley) by Joseph Jaffe
Awareness(
Interest(
Desire(
Ac.on(
Like = Satisfactory

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

39. SloveniaJaneiro, Brazil
Belgrade, Serbia Bangalore, India
#ViewFromMyDesk“Container Spotters”

40. Sometimes you’ve got to go off-script…

42. Putting it all together

43. Funnel of Attention
Funnel of Trust
Funnel of Customer Experience

44. © “Flip the Funnel: How to use existing customers to gain new ones” (2010, Wiley) by Joseph Jaffe
Acquisition
Retention
New Acquisition
Acknowledgement
Dialogue
Incentivization
Activation
Awareness
Interest
Desire
Action
The New Integration:
Traditional Funnel meets Flipped Funnel

45. 80% of CEOs believe they deliver a superior customer
experience; only 8% of their customers agree (Bain)
$83 billion is lost each year in the U.S. thanks to poor
customer experience (Genesis)

50. Close the Loop

51. 51
Connect the Dots

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

53. 53Your employees are an asset

54. Your “cult”ure is an Asset

55. HootSuite (#HootAmb)
Your customers are an asset

56. Recurring Revenue might be the Holy Grail of B2B, but it
doesn’t give you license to become complacent
Forget renewals and focus on renewing your vows

58. Give people a reason to believe
Stop hiding behind technology
and instead embrace humanity
People don’t care how much you know,
Until the know how much you care.

59. The smallest things..are the cheapest things…
are the most valuable things

60. RESOLVED!
Your customers love to buy

61. 61
Evolution Revolution

63. www.jaffejuice.com
+1 917 603 4639 (to speak to me)
e-mail: jaffe@startupsforbrands.com
Twitter: @jaffejuice
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