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

8

The Key Is Customer Experience

You’ve just been introduced to three organizations that successfully flipped the funnel. You observed a 180-degree change in what would otherwise be considered normal business process: from the standard top-down or outside-in approach to a bottom-up or inside-out methodology.

This chapter is going to introduce a phrase (perhaps you’ve heard of it already?) that—mark my words—you’ll be hearing a lot more of going forward. Feel free to start the idea virus yourselves within your own organization, and time-stamp or date-stamp the moment you did for posterity and bragging rights. The phrase is “customer experience,” and in many respects, it cuts across the entire flipped funnel. I’ll even give you a definition: Customer experience is the sum total of all contact points, interactions, transactions, and encounters between a customer and a company, its brands, and its various product and service offerings over a determined period of time.