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

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INCENTIVIZATION

Our customers are feeling the love, satisfied that their purchase counts and that they’re not just another statistic. Their problems are being met proactively and comprehensively. They’re also sharing their experiences with personal contacts—and even selling product for you. At this point of the funnel, customers are essentially recognized and rewarded both for their repeat purchase(s) and for their ability to influence other consumers’ purchases—typically via positive sentiment, word-of-mouth, and specifically recommendations and referrals.

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