Flip the Funnel
Light at the end of the `funnel'
It is time to spurn the concept of churn, declares Joseph Jaffe in Flip the Funnel: How to use existing customers to gain new ones. He urges companies to obsess on reducing churn to zero. "No person should ever have or need to abandon Colgate toothpaste for Crest. No human should ever have or need to switch from AT&T to T-Mobile, from Dell to Lenovo, from Visa to Mastercard, from K-Mart to Wal-Mart. And yet many do."