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

A WORD TO THE WISE: DON’T FORGET THE REAL WORLD

You hear the term “social media” a lot these days. While this is thought to be synonymous with what I call “virtual,” it truly is not. I’m not sure it’s accurate, realistic, or even smart to restrict connections between consumers and the brands that court them. Peer-to-peer interaction belongs right in the middle of this framework; not only does it merrily exist in all three of the worlds, it acts as the glue that unites them (Figure 10.10).

Even though virtual tends to be the difference maker these days, don’t lose sight of the base: the physical world where a frosty cold beer still tastes better in a glass than in an e-coupon or virtual gift via Facebook.

Implications: Solving problems, surprising or delighting your customers, and/ or capitalizing on opportunities to move a customer along the A.D.I.A. spectrum are the reasons you’re in business and have a job. By deploying a commitment-to-conversation process—which incorporates both a listening

Figure 10.10 Social = Peer-to-Peer

Source: ©Joseph Jaffe.

and a response strategy—you’ll be able to spot problems before they spiral out of control. You’ll also gain valuable insight that will help you do business better, cheaper, faster, and smarter. Understand the dynamics of how your customers live, act, and interact within the three worlds; in particular, determine how you can ...