Customers today are educated and have greater expectations than ever before. When companies make short-term decisions that sacrifice long-term relationships, compromise their values, and mislead, customers use their influence to share that information quickly and widely.

We think there is a better way to grow - a successful way to build. Companies that not only measure their popularity with their clients but also generate happiness, loyalty, and affection from the individuals who matter most. They fulfill even the highest consumer needs as businesses grow stronger and the result is a better market, improved partnerships, and a smoother road to success.

Your company has to offer a fantastic consumer service to get further – that is where the flywheel comes to play

What is the Flywheel?

The Flywheel illustrates how much momentum you achieve from aligning the whole company to create a superior consumer experience.

The flywheel, invented by James Watt, is truly an immense energy efficient wheel. The amount of energy it retains depends on how fast it spins, how much friction it experiences, and how big it is. Think of it like the wheels on a train or a motorcycle. It's incredible when it comes to saving and extracting energy - and turns out it is quite important when you think of your market plan.

This energy is extremely beneficial when discussing how clients can help the company expand.

Most models render consumers a product - nothing more, nothing less. All the energy you've expended on attracting the consumer is lost, leaving you in one place. When you think of your organization as a flywheel, you make different choices and change your plan. Let’s clarify first how the flywheel functions,

How Does It Work?

The amount of energy or momentum your flywheel produces, as we described above, depends on three things:

  • How Fast You Spin It
  • How Much Friction There Is
  • How Big It Is

The most competitive businesses would adapt their strategies to address these three. Your flywheel speed increases by applying energy to areas with the largest effect. Forces are technologies and techniques that you put in order to drive the flywheel. For example, inbound marketing, frictionless selling, a customer referral program, paid to advertise, and investing in your customer service team are all forces. They are most inclined to communicate their performance to future clients by reflecting on how you can keep your consumers successful.

If you're adding force to your flywheel, you just need to make sure there's nothing preventing it - that means extracting pressure from your plan. Friction is whatever slows down the flywheel.

For example, poor internal processes, lack of communication between teams, or misalignment between your customers and your employees. By looking at how the departments are organized, why consumers are churning, and when prospects get lost in the purchaser's path you can reduce friction.

Are all of the staff aligned, or are they in silos? Is your pricing simple, or is it cluttered with complicated fees? Do you encourage prospects to interact with you when, where, and where they choose or are they compelled to obey your stringent process? The more acceleration you increase and friction decrease, the more promoters you build for your company. And all those proponents are turning into a power that spins the flywheel.

When using inbound marketing as a guide, the flywheel's three phases are,

  • Attract
  • Engage
  • Delight

You will have an amazing consumer service by adding power to all three processes.

In the attracting process, for example, you draw visitors with helpful content and reduce obstacles when they attempt to learn about your business. The trick is to earn attention, not demand it, from people. Content promotion, search engine optimization, social media marketing, social sale, tailored digital ads, and conversion rate optimization are several powers you may implement.

You make shopping and ordering from you simple in the interaction process by encouraging customers to engage with you on their favorite timeline and platforms. Concentrate on opening partnerships and not just ending agreements. Such capabilities include website and email optimization, domain segmentation, marketing automation, lead nurturing, multichannel contact (chat, phone, texting, and email), sales automation, lead tracking, and trial before you order services.

And now, you assist, encourage, and inspire clients to achieve their goals in the delight phase. Know that success is consumer success. Self-help (knowledge base, chatbot), responsive customer support, multichannel connectivity (chat, texting, web, email), ticketing services, automatic onboarding, customer engagement polls, and loyalty schemes are some of the powers you can exploit.

The Flywheel vs. the Funnel

Okay, so what about the Funnel? Companies have been structuring their corporate plans around the funnel for years-and it succeeded. Yet the funnel disappointed advertisers, salesmen, and corporate executives. Customer recommendations and word-of-mouth have been the greatest force on the shopping process today, which means that the funnel has one significant flaw: It makes clients an afterthought, not a guiding force. You see, funnels generate clients but don't think how they can help you grow. That is why the flywheel is so beneficial.

The flywheel model is a more detailed, cohesive way of portraying the forces that influence the growth of your company.

Any team’s actions at your organization have an effect on one another. Your marketing experiences impact the speed at which customers pass through the sales process. Your promotional activity can influence how likely buyers are to become satisfied and profitable consumers. And of course, your support and service activities impact whether your customers become promoters - people who recommend you to their colleagues - or warn their networks to stay away.

More than half of the sales are made today before purchasers can reach out to vendors. And consumers don't look at the company’s marketing materials to make the decision: Third-party web pages, peer-to-peer reviews, and word-of-mouth play a larger role than ever before in purchase decisions. Buyers value the opinions of their family and friends rather than the company’s business advice.

Conversations are occurring in more ways than ever, with more people. The funnel was a good example of how customers used to hear about products - they received (or were sent) marketing materials, they had to talk to salesmen to find out more detail, and then they were clients.

The flywheel is the mental model that brings these forces together. Removing friction from your internal processes ensures you can spin - and expand - the flywheel faster. And most critically the flywheel shows the value of consumer service when combined with the inbound methodology. The “delight” stage powers the “attract” stage of the inbound methodology, because of course how you treat your customers affects what prospects hear about you.


Simply put, the flywheel is a more detailed look at where your company expands as quickly as possible, and it shows the greatest opportunities.

We agree the funnels are not going anywhere. Although the flywheel is a better metaphor for how the companies of today are, you will also have funnel-shaped charts and graphs that reflect the efficacy of various processes within the organization. You can use a funnel map to enhance the efficiency of a specific area of your market. Also note, while a process can be conveniently visualized as a funnel, it is in reality one piece of a larger flywheel.

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