In recent years, many companies’ business development efforts have lost their way, contends Joseph Jaffe, author of Flip the Funnel: How to Use Existing Customers to Gain New Ones. By focusing so narrowly on acquiring new customers, he says, companies have forgotten how to keep the customers they already have.

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Gone are the days when marketers could simply liken customers to loyal dogs and forgetful goldfish, says Jaffe. Today’s consumers are elephants — highly social and capable of rampages. And they never forget. By providing customers with an experience that really impresses them, Jaffe notes, you can be sure they won’t keep quiet about it. In his latest book, Jaffe doesn’t hesitate to praise (and harshly criticize) seemingly every brand he’s ever come in contact with. Both his rants and raves offer valuable advice, with real-world application. Consider these tips as part of your business development strategy:

• Use the recession to your advantage. Companies that continue to be proactive about marketing during recessionary times do better than their competitors when the economy stabilizes. You’ll thank yourself for not giving up on your customers.

• Interact with your own Web site. Don’t expect your customers to do something you won’t do yourself. Look at technology as a way to increase contact with consumers, and avoid the trap of template FAQs and black-hole “contact us” addresses. Respond quickly to customers’ queries and regularly update your FAQ to reflect the questions they ask.

• Focus on training. Well-trained employees are confident, empowered, and happy. They’ll give better service to your customers and you can trust that their actions and decisions are in line with your company’s values.

• Give your customers proof that you care. Let your customers know that you appreciate their business and referrals. Get creative — you don’t need to break the bank to make an impact. Shorter check-in times, personalized thank-you notes, free advice, and so on cost you almost nothing but mean a lot to your customers.

— Jessica Saint Jean

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