Never Lose a Customer Again

Turn Any Sale into Lifelong Loyalty in 100 Days

By: Joey Coleman

Narrated by: Joey Coleman

Award-winning speaker and business consultant Joey Coleman teaches audiences and companies all over the world how to turn a one-time purchaser into a lifelong customer.

Coleman's theory of building customer loyalty isn't about focusing on marketing or closing the sale: It's about the First 100 Days® after the sale and the interactions the customer experiences.

While new customers experience joy, euphoria, and excitement, these feelings quickly shift to fear, doubt, and uncertainty as buyer's remorse sets in. Across all industries, somewhere between 20%-70% of newly acquired customers will stop doing business with a company with the first 100 days of being a new customer because they feel neglected in the early stages of customer onboarding.

In Never Lose a Customer Again, Coleman offers a philosophy and methodology for dramatically increasing customer retention and as a result, the bottom line. He identifies eight distinct emotional phases customers go through in the 100 days following a purchase. From an impulse buy at Starbucks to the thoughtful purchase of a first house, all customers have the potential to experience the eight phases of the customer journey. If you can understand and anticipate the customers' emotions, you can apply a myriad of tools and techniques -- in-person, email, phone, mail, video, and presents -- to cement a long and valuable relationship.

Coleman's system is presented through research and case studies showing how best-in-class companies create remarkable customer experiences at each step in the customer lifecycle.

In the "Acclimate" stage, customers need you to hold their hand and over-explain how to use your product or service. They're often too embarrassed to admit they're confused. Take a cue from Canadian software company PolicyMedical and their challenge of getting non-technical users to undergo a complex installation and implementation process. They turned a series of project spreadsheets and installation manuals into a beautiful puzzle customers could assemble after completing each milestone.

In the "Adopt" stage, customers should be welcomed to the highest tier of tribal membership with both public and private recognitions. For instance, Sephora's VIB Rogue member welcome gift provides a metallic membership card (private recognition) and a members-only shade of lipstick (for public display).

In the final stage, "Advocate," loyal customers and raving fans are primed to provide powerful referrals. That's how elite entrepreneurial event MastermindTalks continues to sell-out their conference year after year - with zero dollars spent on marketing. By surprising their loyal fans with amazing referral bonuses (an all-expenses paid safari?!) they guarantee their community will keep providing perfect referrals.

Drawing on nearly two decades of consulting and keynoting, Coleman provides strategies and systems to increase customer loyalty. Applicable to companies in any industry and of any size (whether measured in employee count, revenue, or total number of customers), implementing his methods regularly leads to an increase in profits of 25-100%.

Working with well-known clients like Hyatt Hotels, Zappos, and NASA, as well as mom-and-pop shops and solo entrepreneurs around the world, Coleman's customer retention system has produced incredible results in dozens of industries.

His approach to creating remarkable customer experiences requires minimal financial investment and will be fun for owners, employees, and teams to implement. This book is required reading for business owners, CEOs, and managers - as well as sales and marketing teams, account managers, and customer service representatives looking for easy to implement action steps that result in lasting change, increased profits, and lifelong customer retention.

just.. WOW

Joey was a great narrator and outlines beautifully how to care for your customers and why. The examples he gives of week known companies is very relatable. I would suggest this to anyone that has ever felt with a customer. So.. EVERYONE should read this!

Great Exercises to Propel Your Business Forward

Joey Coleman gives fantastic real-life business examples of how giving our customers, regardless of the industry we're in, super impactful experiences. He then turns the thought process inward and gives us exercises which show us, and our teams, how we too can connect in meaningful ways with our own customers. The eight stages he outlines in the book truly cover the entire customer journey and I don't see how anyone who makes the effort during these stages can not grow their business in a HUGE way! Creating superfans has never been so straight forward! I HIGHLY recommend this book!

This is the real deal about customer service/care

I love how Joey tell about keeping your customers the best way - A must have book if you want your clients to stay and recommend you to everyone :)

Great combination of story and how-to

Joey Coleman takes customer “service” and sets a higher standard for your customer’s experience from the first contact to raving fan. He combines case studies, research and anecdotes to keep your attention and follows with how tos and questions to implement his teaching immediately. If you can’t find something useful in this book, your not paying attention.

Oh and download the guide at the beginning. You’ll be glad you did.

lots of helpful information!

lots of helpful information, from beginning to end. I've been in business (Care Right Inc) 11 years and every single client is a word of mouth referral. I don't advertise at all. I haven't sent gifts but this book helped me with how else I could enhance my client referrals. well done!