Economic Perspectives with Hopeton Hay on KAZI 88.7 FM in Austin, TX

Using Existing Customers to Gain New Ones Focus of March 7 Interview

Posted by Hopeton on March 5, 2010

Listen to the interview with Joseph Jaffe, author of Flip the Funnel: How to Use Existing Customers to Gain New Ones, from his guest appearance on KAZI Book Review on Sunday, March 7, by clicking here: Joseph Jaffe Interview.

Using his new “flipped funnel” model, together with a set of new rules of customer service and a customer referral and activation process, the book focuses on how to transform existing customers into salespeople for your company.  In addition, Jaffe explains how to best introduce and combine both digital and social media tools to boost your loyalty arsenal, deploy “influencer marketing” and implement word-of-mouth strategies that inspire your loyal, opinionated, and most vocal customers to become credible, persuasive, and influential endorsers of your products and services.

Jaffe is Chief Interruptor of Powered, a full-service social media agency that plans, builds and activates measurable and enduring experiences between brands, their customers and their online communities.  He is also the author of “Life After The 30-Second Spot: Energize Your Brand With A Bold Mix Of Alternatives To Traditional Advertising” and “Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue and Partnership.”

Previously, Jaffe founded and ran a strategic consulting practice called crayon, which was recently acquired by Powered. crayon’s clients included The Coca-Cola Company, Panasonic, Kraft Foods and H&R Block.  Jaffe is a Senior Fellow at the Center for the Digital Future at the USC Annenberg School, as well as the Society for New Communications Research.


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