http://crowdfactory.com, When considering customer experience, the best model is that of an hourglass, not a funnel. In a webinar hosted by Crowd Factory, Altimeter Group’s Jeremiah Owyang cited Joseph Jaffe’s book “Flip the Funnel,” which posits that many companies spend all their time and energy on trying to lure customers to the point of purchase — and then stop investing in those customers once the transaction has been made. Owyang said an hourglass model, which places value on customers both before and after the purchase, can help grow a company’s customer base by gaining customer loyalty and promoting customer advocacy.

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By Tricia Smith on June 30, 2011 | 0 Comments
When considering customer experience, the best model is that of an hourglass, not a funnel. In a
webinar hosted by Crowd Factory, Altimeter Group’s Jeremiah Owyang cited Joseph Jaffe’s book
“Flip the Funnel,” which posits that many companies spend all their time and energy on trying to
lure customers to the point of purchase — and then stop investing in those customers once the Enter your email address SUBSCRIBE
transaction has been made. Owyang said an hourglass model, which places value on customers both
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before and after the purchase, can help grow a company’s customer base by gaining customer
loyalty and promoting customer advocacy.
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Tags: Altimeter Group, awareness, crowd factor, funnel, Jeremiah Owyang, Categories: Ideas in Action
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