In a world of connectivity, social networks, and social megaphones, the stakes have never been so high. The question is not WHETHER to flip the funnel, but WHEN. And the answer should not be WHERE to flip the funnel, but EVERYWHERE; not HOW, but HOW MUCH.

If customer experience is the sum total of all interactions, transactions, and encounters between a customer and a company, its brands, products, and services over a determined period of time, THEN it stands to reason that all of this will inevitably lead to materially impacting future sales—both repeat purchases from existing customers AND new business via existing customers.

You’ll notice that nowhere in this revised equation have I focused on the traditional funnel’s laborious quest for often-fleeting acquisition (new business from new customers). Do they go away? Not at all. But no longer are they the bullies that dominate the corporate conversation either.

Instead of dissecting how to incrementally tweak an already failing acquisition model in desperate search of new blood, we can shift our focus and momentum to rededicating ourselves to our customers with a renewed purpose and intensity. We begin with the end in mind: an economic boon in the form of more business. During trying times, our opportunity does not come from cutting costs, mitigating risk, or trading off quality (experience) for quantity (transactions). It instead comes from ramping up our investment and commitment.

So why don’t you listen more, respond more, learn more, and do more—using a new CUSTOMER-behavior and activation model called the Flipped Funnel. This process guides a customer through a journey of discovery and a path to advocacy and, along the way, scatters various crumbs to help them find their way and to provide incentive to continue.

Everything we do that touches our customers—directly or indirectly—will have an effect on our future business. At times, it will be small and seemingly insignificant; at other times, it will be gargantuan and game-changing. What appears temporal today may well be permanent tomorrow.

If everything is indeed interconnected, then we need to act accordingly. This is the Activation of the model and the path to ensure the final Sof sustainability, continuity, and success. Connect the dots. Fill in the blanks. Paint a masterpiece!