Never Lose a Customer Again

Turn Any Sale into Lifelong Loyalty in 100 Days

By: Joey Coleman

Narrated by: Joey Coleman

Length: 9 hrs and 28 mins

Publisher's Summary

Popular speaker and consultant Joey Coleman talks to companies all over the country about how to turn a one-time purchase into a lifelong customer.

Coleman's theory of customer loyalty is that it's not about getting the sale: It's about the 100 days after the sale. During that brief window, as quickly as the customer experiences joy, euphoria, and excitement, buyer's remorse sets in. Twenty to 70 percent of newly acquired customers won't make another purchase because a company neglected them at the exact moment they needed affirmation.

Coleman offers a system designed to dramatically increase customer retention and as a result, the bottom line. He identifies eight distinct emotional needs customers undergo during the 100 days following a purchase, whether it's as small as a new drink at Starbucks or as big as a house. If you can understand and anticipate these phases, you can use a myriad of techniques - in-person, email, mail, and video - to cement a long and valuable partnership. For instance:

• In the "Acclimate" stage, customers need language or totems that make them feel like part of a tribe. Take the software group that had to teach nontechnical users a fairly complex installation process. They turned the installation manual into beautiful puzzle that could be displayed when completed.
• In the "Adopt" stage, customers should be welcomed to the highest tier of tribal membership with both public and private recognition. For instance, Sephora's VIB Rogue member welcome gift is a metallic card (private recognition) and a members-only shade of lipstick (for public display).
• By the final stage, "Advocate", customers have embraced tribal membership and are primed to offer powerful referrals. That's why Dropbox waits until a free trial has expired before offering hefty bonuses for referrals.

Drawing on nearly two decades of consulting and keynoting, Coleman provides strategies to increase customer loyalty that listeners can customize based on industry and company size. His methodology has been incorporated by Hyatt Hotels, Zappos, and NASA to huge success. It requires minimal financial investment and will be fun for teams to implement. This audiobook is required listening for managers as well as for sales and marketing teams looking for nuts-and-bolts direction.

©2018 Joey Coleman (P)2018 Penguin Audio

Critic Reviews

“Joey's fanatical commitment to sales and customer experience has impressed me for many years. In this book, he spills his secrets and promises to create a massive shift in your company’s bottom line - and he even guarantees it!” (Chris Guillebeau, New York Times best-selling author of Side Hustle and The $100 Startup)

“Joey offers​ ​a​ ​balanced​ ​approach​ ​for​ ​forming incredible customer​ ​relationships​ ​without​ ​sacrificing​ ​the​ ​bottom​ ​line.​ Never Lose A Customer Again is the best (and most useful) book I've read in years.” (Michael Port, New York Times and Wall Street Journal best-selling author of Steal the Show)

“Gift this to every business owner you know; it's the detailed, how-to guide for today's customer relationships. Recommended!” (Jay Baer, founder of Convince & Convert and author of Hug Your Haters)

Message tainted by using shady biz as examples

I was happy enough to read this book until I got to the chapter highlighting Tony Robbins and his $15k photo ops. I was put off, as those self-styled business coaches (charlatans and con-artists) are a waste of money at best, and dangerous at worst for vulnerable individuals, especially those for whom a licensed therapist would be the more responsible (and affordable) option.

Then, I got to the chapter mentioning Tucker Max, a man once described by a U.S. District Judge as a "poster child for vulgarity." I don't care that his book, "Assholes Finish First" is a NY Times Best Seller. Tucker Max gleefully describes in his books and former blog the delight with which he filmed sexual encounters with women without their consent, among other disturbing behavior that would end the average person in jail. Were he a POC and not the son of a wealthy restauranteur, that would undoubtedly have been his outcome as well.

Then the chapter on doTERRA oils... There's not enough time to lay out all of the horrible issues with MLM business structures. They are manipulative and predatory, and their primary success is in separating vulnerable people with money they can't afford to lose.

I'm returning my book. Don't waste your money.

Needs to have a downloadable PDF for the exercises

Skip the audio book. The lack of a pdf to do the exercises means that you have to listen to the audio book in such a mannner that you have the sufficient time and location to do the exercises as you read the book. Just buy the book so you can do the exercises.

Insightful, actionable, practical! LOVE!

Would you consider the audio edition of Never Lose a Customer Again to be better than the print version?

No but I listened on 2x and finished it super fast

What was one of the most memorable moments of Never Lose a Customer Again?

realizing there are 8 phases. The moment I put myself in the customers mind for the 3rd phase after they just purchased. Light bulb went off.

What about Joey Coleman’s performance did you like?

Humor and passion

Was there a moment in the book that particularly moved you?

Seeing how I can turn a customer into a forever customer and upsell!

Any additional comments?

Packed with gems every few minutes. This is great for B2C and B2B businesses.

Packed with great tools.

Joey Coleman, not surprisingly, exceeds my expectations for a book on customer retention. From start to finish there is a wealth of information and tools provided. It’s the uncommon common sense and Joey distills it so clearly. I am excited to go through the book again, engage my team and use the tools that Joey has shared.

Customer Experience Scales Startups

I bought the audio and 3 hardcover editions off Amazon to give to Startups I advise and invest in.

Finally, a definitive guide that s User-Centric, with no BS, and tons of wicked case studies and remarkable examples.

The author nailed it.

Only good for direct sales in a service business

Gave this two stars because he oversells what he is offering. Virtually 100% of his examples are direct sales, mostly in service business situations. I found little value for our business, which sells products through distribution. Sorry author, not all sales are the same.

Dr. Jason Jones

I thoroughly enjoyed this book. We plan to implement this into our business. Joey laydown simple yet strategic and very thoughtful steps on how to create an amazing customer experience an incredible relationships.

Amazing! It’s like a training course <3

I got so much out of this book, I have a huge to do list that is going to help take my business to the next level. Best book I have ever listened to that can help my business and I can implement the changes right away!

I could’ve listened for 5 more years!

Mr. Coleman’s book is my new favorite go-to (and recommendation) for customer interaction and service. Well done! Highly recommend.

JS

“Your message wasn't delivered to [e-mail] because the address couldn't be found, or is unable to receive mail.”

ok but not great and nothing really new

the book starts off really strongly. I remember thinking after having listened to about 25% book thinking i had struck a diamond here. However it starts tailing off rapidly from their, to being mediocre from halfway on. Nothing bad about the book, just if you have listened or read other CX books, after the interesting start around H2H and his concept around the buyers journey being defined by 8 phases:
1. Assess
2. Admit
3. Affirm
4. Activate
5. Acclimate
6. Accomplish
7. Adopt
8. Advocate
the book just follows a well trodden path. Worth getting if it is going to be your only CX book and you are looking for a broad understanding, but not if you are looking for massively new concepts, ideas or really operational direction.
overall a book very suitable to audio, after the intial part of rushing to take notes it becomes a re-affirming listen with little need to stop what you are doing to take notes.

update
I also have deducted 2 stars (1 normally, but because this is a cx book where trust is advocated the sin is worse) because he promises if you register on his website you will get more stuff etc. particularly i was interested in the executive summary. Of course the info isn't there and it is just a chance to blast you with fluff in your inbox.

Panning for gold

The message is a worthy one but I found myself panning for the nuggets in between filler. Joey sets the bar admirably high but then failed to live up to it. Even the 'bonus' material at the end required an email in exchange presumably to pull you (further) into the sales funnel. The essence of the book is the emotional journey of the customer and, while I found his framework refreshing, my personal emotional journey as a customer of Joey's book was unsatisfactory.

On a positive note, I really enjoyed Joey's narration of the book. I gave him 5 stars for performance.

My suggestion to Joey for improvement would be to create better tools and templates for achieving the outcomes lauded in the book..

Some interesting ideas but...

Not enough to keep me coming back for more. I would have been asking for my money back if I had purchased the book rather than used a credit. The book offers a money back guarantee.

Keeps buffering

Unfortunately, the book keeps buffering which is a shame because the book is of real interest to me in helping me land my next sales job

highly recommended

Joey Coleman sets out a handheld approach to performing a CX audit and how to go about implementing it

Excellent and universal content

Most of this content and concepts can be used by small to medium sized firms whereas some is only for larger firms.

Every business leader needs to hear this!

What a great book. If you are entrepreneur or decision maker in a business then you need to get this book and implement the practical steps this book outlines. I have no doubt this will grow my profit margins!

revolutionary look at customer service

loved the book and will have to relisten again and again .... I struggled with taking notes and answering questions at the end of chapters only because 90% of the time I was listening to the book I was driving, ironing, cooking etc ...

Super book

Super book. I highly recommend it to anyone and everyone interested in better serving customers.

Excellent book with actual instructions.

I highly recommend this book to any business owner or anyone interested in customer experience. The customer service game has changed and if you don't read this book you will be left behind. You may think your company currently provides good customer service but after reading this book you will realize that you actually don't.