Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days

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 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.

Genres: Business, Audiobook

368 pages, Kindle Edition

Published April 3, 2018

Reviews

[David Richter · Rating 5 out of 5]

Framework for Changing Your World

This step-by-step guide to not lose customers is really the way to interact with people like true human beings and how they want to be interacted with. This book jars us out of the day-to-day we get so caught up in and makes us take a step back and think of why we started our businesses in the first place.

I have committed to use this framework in my own business and to make every interaction as enjoyable and valuable as possible. A huge thank you to the author for this simple guide and for sharing the knowledge.

[David T Johnson · Rating 5 out of 5]

We’re putting this philosophy into our business practice.

There are a TON of customer service books out there and they all seem to read the same...blah, blah, blah. This one is different. Customer Service starts at the beginning of the sales process and continues with wowing the customer throughout the course of their affiliation with you — which should be until you and they are out of business! Great book

[Kelley Flaugher · Rating 4 out of 5]

Good practical guidance

Good read with practical advice in providing better customer care. Buyers remorse is something that is overlooked and this is something that Coleman points out with examples of how others overcome it and what can be done by you.

[Darlene H. Andrews · Rating 5 out of 5]

What a great read

Joey hit the nail on the head with how to treat customers and extend the “Golden Rule “ I really enjoyed it.

[Douglas Brown · Rating 5 out of 5]

Best business book I’ve ever read! End of story!

[Shahar · Rating 5 out of 5]

Practical reading

This is more for businesses that already have their customers and want to enhane their experience than to new businesses.