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

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“APPOINTMENT LOYALTY”

There’s appointment viewing, so why not appointment loyalty? The simple ability to make an appointment with a customer-service representative in the Genius Bar in the Apple Store goes a long way toward validating the customer’s importance. It also gives the brand an opportunity to formalize a two-way commitment and become part of a consumer’s schedule.
Expect to see a significant rise in and democratization of concierge services no longer exclusive to the Rich and Famous (such as American Express’s Platinum Card or Visa’s Black Card), offering an expanded suite of concierge services to help schedule appointments with customers, manage conflicts, and remind them when key milestones or announcements are drawing near. Personal shoppers are nothing new, but what about personal experience or service consultants?

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