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

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WHY RESPOND AT ALL?

Reading this book should make it patently obvious why responding to customers is not just a good idea; it’s a vital aspect of any company’s modus operandi.
As mentioned previously, customer service absolutely needs to be (and is becoming) a strategic imperative within the organization. It must move from the dusty, musty broom closet in the back office to the wall-to-wall windowed corner front office.
The very advent and proliferation of social media and social networking forced our hand, so to speak. Remaining on the sidelines isn’t an option any more. Marketing is no longer a spectator sport but rather a contact sport, and to prevail, companies need to suit up with the appropriate equipment and padding. Listening and responding are your equivalents of gum guards and helmets.
Once you’re properly attired, here are four pages from the responder’s playbook that run the gamut from the routine to the ultimate Hail Mary:
1. Satisfy Curiosity and Confusion—Flip the passive phrase “customer satisfaction” and you get an active one, “satisfying customers.” When a customer makes a brand-related comment or asks a question via a blog post, or any other social medium for that matter, it’s a prime opportunity to add value by responding. In these cases, there isn’t really any sentiment other than minor intrigue. By joining the conversation, you’re able to surprise your customers with an unexpected move.
2. Address Concerns, Issues, and Questions—When customers have a ...

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