One of the benefits of GM being a corporate sponsor of Future Midwest was getting the opportunity to meet with Joseph Jaffe (@jaffejuice) and hear him talk about his latest book, Flip the Funnel. I finally started to read it last week. What are my initial thoughts? It’s all about the customer. Jaffe proposes “flipping” the traditional marketing funnel upside down and using your current customers as your brand evangelists to help generate new sales.
This certainly is a different mindset among a lot of corporations today. Think about it. Most companies are solely focused on the time of the purchase. What about focusing on the time between the purchase? There are countless examples out there now…think Zappos. They are all about the customer and customer service.
The other factor in all of this are the social tools (it wouldn’t be right if I didn’t mention those!). Customers talk to each other! We all know the power of word of mouth and customers trust each other more so than they trust the brands themselves. Jaffe uses the “Conversation Prism” from Brian Solis to illustrate his point (see below). With all the tools out there, are brands paying attention to what customers are saying about them?
With Facebook, Twitter, and YouTube, consumers are generating content and opinions that influence their personal networks. If brands can talk to and take care of these customers regularly, then what do you think the conversation will be about? My hypothesis is that it will be positive.
The last thing I want to leave you with is this. GM at one time had a division that was clearly focused on the customer. It was Saturn. Can you imagine if that customer experience existed today with the products that are currently in market? Remember the “Saturn Homecoming”? Saturn invited ALL of its customers to Spring Hill, TN to see where their cars were built. The response? 44,000 people made their way to Tennessee. Talk about customer loyalty!