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Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days
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.
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.
368 pages, Hardcover
Published April 3, 2018
184 people are currently reading
2760 people want to read
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Displaying 1 - 30 of 86 reviews
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December 17, 2022(Had to read this for work)
February 26, 2022
More of. 2.5 rating for me. Definitely a few nuggets of wisdom, but there are much better books on customer experience such as Effortless Experience and Badass.
Gimmicky “salesy” tone and approach was a little much for me at times.
Gimmicky “salesy” tone and approach was a little much for me at times.
November 13, 2024
With sales books out numbering customer service books by a factor of 42:1 this book is a welcome change. So much of a focus on the front end instead of the back end. This books make so many key points that can be implemented in any business. Will read again and again.
March 19, 2024
Sehr gute Insides und gute Fragen, die zur Umsetzung im eigenen Unternehmen anregen.
Read
February 29, 2020"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."
If you own a business, work in sales or marketing, coaching, or you are directly or indirectly related to customer service, this is the only business book you need. I've read plenty of business books over the years and, while many are good with useful strategies that work, Never Lose a Customer Again takes no prisoners for delivering the best in case studies, research, and a proven system that any company—once implemented—can expect 50-200% growth within the first year.
Drawing on nearly two decades of consulting and keynoting, Joey Coleman provides strategies and systems to increase customer loyalty. Applicable to companies in any industry and of any size and implementing his methods regularly leads to an increase in profits of 25-100%.
The step-by-step guide provided by Joey will provide business owners, CEOs, and employees with the knowledge, confidence, and self-control needed to deliver exactly what the customer needs WHEN they need it.
This is the book you don't read once and move onto the next one. Never Lose a Customer Again lives up to its title and delivers on the promise...you will scale up your business, your employees will be more competent in their jobs, and your overall customer satisfaction will blow the roof off the industry.
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.
If you're a business owner, buy a copy for yourself and all your employees...better than any training course I've been through.
—SA
If you own a business, work in sales or marketing, coaching, or you are directly or indirectly related to customer service, this is the only business book you need. I've read plenty of business books over the years and, while many are good with useful strategies that work, Never Lose a Customer Again takes no prisoners for delivering the best in case studies, research, and a proven system that any company—once implemented—can expect 50-200% growth within the first year.
Drawing on nearly two decades of consulting and keynoting, Joey Coleman provides strategies and systems to increase customer loyalty. Applicable to companies in any industry and of any size and implementing his methods regularly leads to an increase in profits of 25-100%.
The step-by-step guide provided by Joey will provide business owners, CEOs, and employees with the knowledge, confidence, and self-control needed to deliver exactly what the customer needs WHEN they need it.
This is the book you don't read once and move onto the next one. Never Lose a Customer Again lives up to its title and delivers on the promise...you will scale up your business, your employees will be more competent in their jobs, and your overall customer satisfaction will blow the roof off the industry.
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.
If you're a business owner, buy a copy for yourself and all your employees...better than any training course I've been through.
—SA
October 14, 2020
Title: Never Lose a Customer Again
Author: Joey Coleman
Never Lose a Customer Again, will help the reader learn the difference between customer service and customer experience through the use of examples, questions, and exercises.
This book is like a training manual and workbook combined. It is not meant to just read but to work through the chapters like a workbook answering questions and going through with the exercises.
Each chapter has Take-Aways that should be read closely and studied to comprehend the subject matter of the chapter and the context in which it is delivered for greater understanding.
Never Lose a Customer Again is meant for anyone selling either a product or service from a business to an entrepreneur that will deal with customers as a seller from acquisition to completion.
Never Lose a Customer Again receives a must-read for anyone involved in sales and a score of five stars out of a possible 5 stars.
Author: Joey Coleman
Never Lose a Customer Again, will help the reader learn the difference between customer service and customer experience through the use of examples, questions, and exercises.
This book is like a training manual and workbook combined. It is not meant to just read but to work through the chapters like a workbook answering questions and going through with the exercises.
Each chapter has Take-Aways that should be read closely and studied to comprehend the subject matter of the chapter and the context in which it is delivered for greater understanding.
Never Lose a Customer Again is meant for anyone selling either a product or service from a business to an entrepreneur that will deal with customers as a seller from acquisition to completion.
Never Lose a Customer Again receives a must-read for anyone involved in sales and a score of five stars out of a possible 5 stars.
September 24, 2018
A brilliant book about customer retention and customer experience. I really love this book and have bought a bunch of copies to give to clients and friends.
December 14, 2022
1000% must read book! Every step of a customer journey is described in details. Every step has ideas for improvement. You get real life examples for everything you can imagine. I paused the book many times just to make notes and todo items because it was so valuable and can be implemented right now.
As a bonus: audio version is narrated by the author with great energy.
As a bonus: audio version is narrated by the author with great energy.
May 30, 2019
A nice book to start along with an internship in Amazon. A very customer oriented book is dealing with excellent customer service styles and options and how to form relations the customer will have with the company.
April 11, 2025
I like the "Human to Human" (H2H) approach emphasized in this book. Whether you're working in B2C or B2B, the principles remain valuable. The author makes a compelling case that the first 100 days are absolutely critical for successful customer onboarding.
The book provides good real-world examples and includes helpful commentary throughout. I would recommend this to anyone who develops a product and works with customers.
The book provides good real-world examples and includes helpful commentary throughout. I would recommend this to anyone who develops a product and works with customers.
May 21, 2024
Książka do której wracałem wielokrotnie w 2022 i 2023 roku podczas opracowywania strategii CX.
Super praktyczna, dzięki pytaniom i zadaniom po każdym rozdziale. Zmusza do refleksji i pomaga zdobyć inny punkt widzenia odnośnie utrzymania klientam. W tej tematyce na razie nie znalazłem nic lepszego.
Super praktyczna, dzięki pytaniom i zadaniom po każdym rozdziale. Zmusza do refleksji i pomaga zdobyć inny punkt widzenia odnośnie utrzymania klientam. W tej tematyce na razie nie znalazłem nic lepszego.
October 20, 2025
Helpfully shows how to deliver a positive customer experience through 8 phases customers take, from first interaction to raving fan. Includes many concrete examples. Each chapter ends with a summary and next steps.
Notes
A Letter from the Author: The Future of Business is H2H
Consider all the people who interact with and experience your product, not only the person making the purchasing decision.
The Cost of Losing a Customer
Customers leave because they feel neglected after sale.
You Only Have 100 Days (If That Long) To Get It Right
Within 100 days of sale, you must form relationship with customer, impress them, and deliver consistently so they trust and like you.
Gifts to customers should be meaningful, personalized.
The Eight Phases of the Customer Experience
It's better to not send a gift than to send one that feels standardized, bulk-purchased.
Don't give "gifts" that are for your company, not customer (e.g., discount on future purchase, mug with your logo). Gifts shouldn't have your logo, tagline, or any other message or image about your company.
Phase 1: Assess
To avoid customer disappointment after sale, explain and demonstrate look and feel of experience after sale, and set expectations for future interactions.
Early in relationship, find ways to please and surprise prospects. Learn 1-2 personal details to get their attention.
Phase 2: Admit
When customer buys, create a positive experience by congratulating customer, celebrating milestones, sharing physical mementos, and/or granting access to exclusive club. Doing this publicly intensifies emotions.
Use playfulness, humor, surprises (which may have nothing to do with your product) to make experience remarkable.
Have a ritual that gives customer experience of transitioning from one stage to another.
Help customers feel like they belong to something bigger than themselves by connecting new and current customers.
Welcome new customer with a personalized email, mailed note, phone call, video, or gift.
Phase 3: Affirm
Counter buyer's remorse with a series of positive, high-energy communications.
As soon as possible after customer orders, give detailed review of purchase to reassure them everything is going as planned.
Money-back guarantees and lifelong warranties reassure customers.
Phase 4: Activate
Send customer a welcome that includes access (transparency), insight (next step), unexpected delight (resources for leveling up relationship). Paint picture of what life will be like now for customer.
Phase 6: Accomplish
Aim to invest at least 5% of project profits into customer experience enhancement.
Celebrate with customer when they achieve goal they had when they purchased, via email, mail, phone call, video, or gift.
Phase 8: Advocate
Rather than simply asking for a testimonial, say, "We've worked together for a long time. You've had success and positive changes as a direct result of working with us. Would you be willing to share the impact of our work together?"
To make it easier for customer, say, "I know you're busy. With your permission, I'd like to draft a testimonial for you. You can edit it as you see fit." When you draft, focus on outcomes, not features.
Reward customers in a way that brings in new customers (e.g., referral program that gives referrer benefits). Give customers more of what they're already getting and more of what they they need to buy anyway.
Referral programs should offer something referral wants and would have difficulty getting on their own (exclusive, rare).
Referral bonuses don't have to be expensive, as long as they're memorable.
10% is a standard referral fee.
Get Started: How to Stop Losing Customers Today
Giving non-personalized gifts (e.g., gift cards to chain restaurants) sends message that customers don't matter as individuals.
Book recommendation: Giftology by John Ruhlin
A gift that includes customer's spouse or family is more meaningful.
Personalized gift by having customer's name put on it creates deeper emotional connection.
Set aside 2-10% of net profits for gifts.
When you give experiences to customers, give mementos to help them remember.
Don't give gifts around major holidays, or they'll get lost in the noise.
Money feels transactional, gift cards lack personalization or warmth, food gets eaten and forgotten. Instead, give "practical luxuries" customer will use repeatedly. They don't need to be expensive.
Notes
A Letter from the Author: The Future of Business is H2H
Consider all the people who interact with and experience your product, not only the person making the purchasing decision.
The Cost of Losing a Customer
Customers leave because they feel neglected after sale.
You Only Have 100 Days (If That Long) To Get It Right
Within 100 days of sale, you must form relationship with customer, impress them, and deliver consistently so they trust and like you.
Gifts to customers should be meaningful, personalized.
The Eight Phases of the Customer Experience
It's better to not send a gift than to send one that feels standardized, bulk-purchased.
Don't give "gifts" that are for your company, not customer (e.g., discount on future purchase, mug with your logo). Gifts shouldn't have your logo, tagline, or any other message or image about your company.
Phase 1: Assess
To avoid customer disappointment after sale, explain and demonstrate look and feel of experience after sale, and set expectations for future interactions.
Early in relationship, find ways to please and surprise prospects. Learn 1-2 personal details to get their attention.
Phase 2: Admit
When customer buys, create a positive experience by congratulating customer, celebrating milestones, sharing physical mementos, and/or granting access to exclusive club. Doing this publicly intensifies emotions.
Use playfulness, humor, surprises (which may have nothing to do with your product) to make experience remarkable.
Have a ritual that gives customer experience of transitioning from one stage to another.
Help customers feel like they belong to something bigger than themselves by connecting new and current customers.
Welcome new customer with a personalized email, mailed note, phone call, video, or gift.
Phase 3: Affirm
Counter buyer's remorse with a series of positive, high-energy communications.
As soon as possible after customer orders, give detailed review of purchase to reassure them everything is going as planned.
Money-back guarantees and lifelong warranties reassure customers.
Phase 4: Activate
Send customer a welcome that includes access (transparency), insight (next step), unexpected delight (resources for leveling up relationship). Paint picture of what life will be like now for customer.
Phase 6: Accomplish
Aim to invest at least 5% of project profits into customer experience enhancement.
Celebrate with customer when they achieve goal they had when they purchased, via email, mail, phone call, video, or gift.
Phase 8: Advocate
Rather than simply asking for a testimonial, say, "We've worked together for a long time. You've had success and positive changes as a direct result of working with us. Would you be willing to share the impact of our work together?"
To make it easier for customer, say, "I know you're busy. With your permission, I'd like to draft a testimonial for you. You can edit it as you see fit." When you draft, focus on outcomes, not features.
Reward customers in a way that brings in new customers (e.g., referral program that gives referrer benefits). Give customers more of what they're already getting and more of what they they need to buy anyway.
Referral programs should offer something referral wants and would have difficulty getting on their own (exclusive, rare).
Referral bonuses don't have to be expensive, as long as they're memorable.
10% is a standard referral fee.
Get Started: How to Stop Losing Customers Today
Giving non-personalized gifts (e.g., gift cards to chain restaurants) sends message that customers don't matter as individuals.
Book recommendation: Giftology by John Ruhlin
A gift that includes customer's spouse or family is more meaningful.
Personalized gift by having customer's name put on it creates deeper emotional connection.
Set aside 2-10% of net profits for gifts.
When you give experiences to customers, give mementos to help them remember.
Don't give gifts around major holidays, or they'll get lost in the noise.
Money feels transactional, gift cards lack personalization or warmth, food gets eaten and forgotten. Instead, give "practical luxuries" customer will use repeatedly. They don't need to be expensive.
May 28, 2019
(The English review is placed beneath Russian one)
В целом, неплохая книга и если бы у меня за спиной не было бы 200 книг по маркетингу или было бы хотя бы штук 50, то возможно книгу я бы оценил больше чем в три звезды (из пяти).
Однако если говорить о минусах, то, пожалуй, главным является сам фор��ат книги. Это трудно объяснить более точно. Такие книги довольно часто можно встретить, в особенности, если читаешь на английском, т.е. это тот тип литературы, который редко кто переводит и поэтому эти книги дальше своих национальных границ редко когда распространяются. Это вовсе не значит, что книга плоха или что автор написал что-то такое с чем я категорически не согласен, но скорее даже наоборот. Всё правильно, вот только о таких книгах часто говорят, что из них получился бы хороших большой пост в интернете, но никак не книга. К данной работе это описание если и относится, то частично. Как я уже сказал, в принципе, если вы мало что читали по маркетинговой литературе и в особенности если вы не знакомы с классиками, то вполне вероятно книга вас впечатлит. Я же советую всё же почитать классиков маркетинга, и одним из таких является Джанелл Барлоу с книгой «Жалоба как подарок», а также вторая её по значимости книга «Сервис, ориентированный на бренд». По мне, так это будет в разы лучше. Конечно, прочитав многие другие книги, написанные ещё в XX веке вы получите более комплексные знания по маркетингу, но так как у нас сугубо узкая тема, то «Жалоба как подарок» как раз пересекается с нашим автором и его книгой.
Итак, суть книги проста: опыт или качество взаимодействия клиента с вашей фирмой должно быть максимально высоким, вы должны делать всё возможное и невозможное (оставаясь в рамках бюджета, по возможности), чтобы клиент всегда был доволен вашим сервисом. Но даже более того, вы должны чем-то поразить клиента, чтобы его отношение к вам запомнилось надолго и чтобы благодаря этому он не только обратился к вам в следующий раз, но и стал ходячей рекламой вашего товара и вашей фирмы, т.е. тут мы уже имеем сарафанное радио, тот тип рекламы, которая передаётся из уст в уста благодаря тому, что клиенты ваши достигли максимального уровня удовлетворения, что они теперь даже рекламируют вас своим друзьям и знакомым. Я бы не сказал, что автор вносит что-то новое, т.к. как мне показалось, автор даже не маркетолог. Он предлагает эту всем известную теорию, а также в качестве весомых доказательств её эффективности и важности для фирмы, приводит множество различных примеров. Так что да, у нас одна простая теория и куча различных примеров, которые и заполняют всю оставшуюся книгу. Некоторые примеры, в особенности дизайн продуктов компании Apple, меня впечатлили. Мне понравилась тот подход, который описал автор, когда Apple стала заряжать свои телефоны, чтобы покупатель, открыв коробку, получил уже готовый к работе смартфон, тем самым создав длинную (качественную) нить потребительского опыта при покупки товара. Это очень интересное замечание автора, которое я пропустил во всех остальных книгах, а оно действительно важно (хотя и не является новым). В остальном же, это было более-менее интересно.
Советую ли я книгу? Трудно сказать. Наверно всё же да, не смотря то, что тема многим уже приелась. Однако всё же некоторые обзоры или кейсы, довольно примечательны. И что главное, они помогут посмотреть на свой собственный бизнес под другим углом (если этого ещё не произошло, конечно).
In general, the book is not bad, and if I hadn't read 200 books on marketing by now, perhaps the book would have been valued at more than three stars (out of five).
However, if we talk about the disadvantages, then, perhaps, the main thing is the format of the book itself. This is difficult to explain more precisely. Such books are quite common, especially if you are able to read books in English, which is a type of business book that is rarely translated into other languages, and therefore these books are rarely distributed beyond their national boundaries. This does not mean that the book is bad or that the author has written something that I strongly disagree with, but even vice versa. All that the author has written is correct and I agree with all this, but it is often said that such books would make a good article on the Internet, but not a book. To this book such a description, if it applies, then only partially. As I have already said, if you have read little in marketing literature and especially if you are not familiar with classical books on marketing, it is likely that the book will impress you. I still advise you to read the classics of marketing, and one of them is Janelle Barlow with her book "A Complaint Is a Gift: Recovering Customer Loyalty When Things Go Wrong", as well as her second most important book "Branded Customer Service: The New Competitive Edge ". To me, it will be much better this way. Of course, after reading many other books written in the XX century you will get more comprehensive knowledge of marketing, but since we have a narrow topic, "A Complaint Is a Gift" just intersects with our author and his book.
So, the essence of the book is simple: the experience or quality of interaction of the client with your company should be as high as possible, you should do everything possible and impossible (remaining within the budget, if possible), so that the client was always satisfied with your service. But even more than that, you have to impress the client with something to remember your service for a long time, so that thanks to this he not only addressed to you next time, but also became a "walking advertisement" of your product and your company, ie it is a classic "word-of-mouth marketing", a type of advertising, which is transmitted by word of mouth due to the fact that your clients, reaching the maximum level of satisfaction through your efforts, advertise you to your friends and acquaintances. I wouldn't say that the author introduces anything new, because I thought the author wasn't even a marketer. He offers this well-known theory, and also gives as proof of its effectiveness and importance to the firm, a lot of different examples. So yes, we have one simple theory and a lot of different examples that fill out the rest of the book. Some examples, especially the design of Apple products, impressed me. I liked the approach that the author described when Apple started to charge its phones so that the customer, after opening the box, could get a smartphone ready to use, thus creating a positive customer experience when buying this product. This is a very interesting remark of the author, which I missed in all the other books, and it is really important (although not new). Otherwise, it was more or less interesting.
Do I recommend the book? It's hard to say. Probably yes, despite the fact that the topic has already got tired of many people. However, some of the cases in the book are quite remarkable. And what is more important, they will help you to look at your own business from a different angle (if it has not already happened, of course).
В целом, неплохая книга и если бы у меня за спиной не было бы 200 книг по маркетингу или было бы хотя бы штук 50, то возможно книгу я бы оценил больше чем в три звезды (из пяти).
Однако если говорить о минусах, то, пожалуй, главным является сам фор��ат книги. Это трудно объяснить более точно. Такие книги довольно часто можно встретить, в особенности, если читаешь на английском, т.е. это тот тип литературы, который редко кто переводит и поэтому эти книги дальше своих национальных границ редко когда распространяются. Это вовсе не значит, что книга плоха или что автор написал что-то такое с чем я категорически не согласен, но скорее даже наоборот. Всё правильно, вот только о таких книгах часто говорят, что из них получился бы хороших большой пост в интернете, но никак не книга. К данной работе это описание если и относится, то частично. Как я уже сказал, в принципе, если вы мало что читали по маркетинговой литературе и в особенности если вы не знакомы с классиками, то вполне вероятно книга вас впечатлит. Я же советую всё же почитать классиков маркетинга, и одним из таких является Джанелл Барлоу с книгой «Жалоба как подарок», а также вторая её по значимости книга «Сервис, ориентированный на бренд». По мне, так это будет в разы лучше. Конечно, прочитав многие другие книги, написанные ещё в XX веке вы получите более комплексные знания по маркетингу, но так как у нас сугубо узкая тема, то «Жалоба как подарок» как раз пересекается с нашим автором и его книгой.
Итак, суть книги проста: опыт или качество взаимодействия клиента с вашей фирмой должно быть максимально высоким, вы должны делать всё возможное и невозможное (оставаясь в рамках бюджета, по возможности), чтобы клиент всегда был доволен вашим сервисом. Но даже более того, вы должны чем-то поразить клиента, чтобы его отношение к вам запомнилось надолго и чтобы благодаря этому он не только обратился к вам в следующий раз, но и стал ходячей рекламой вашего товара и вашей фирмы, т.е. тут мы уже имеем сарафанное радио, тот тип рекламы, которая передаётся из уст в уста благодаря тому, что клиенты ваши достигли максимального уровня удовлетворения, что они теперь даже рекламируют вас своим друзьям и знакомым. Я бы не сказал, что автор вносит что-то новое, т.к. как мне показалось, автор даже не маркетолог. Он предлагает эту всем известную теорию, а также в качестве весомых доказательств её эффективности и важности для фирмы, приводит множество различных примеров. Так что да, у нас одна простая теория и куча различных примеров, которые и заполняют всю оставшуюся книгу. Некоторые примеры, в особенности дизайн продуктов компании Apple, меня впечатлили. Мне понравилась тот подход, который описал автор, когда Apple стала заряжать свои телефоны, чтобы покупатель, открыв коробку, получил уже готовый к работе смартфон, тем самым создав длинную (качественную) нить потребительского опыта при покупки товара. Это очень интересное замечание автора, которое я пропустил во всех остальных книгах, а оно действительно важно (хотя и не является новым). В остальном же, это было более-менее интересно.
Советую ли я книгу? Трудно сказать. Наверно всё же да, не смотря то, что тема многим уже приелась. Однако всё же некоторые обзоры или кейсы, довольно примечательны. И что главное, они помогут посмотреть на свой собственный бизнес под другим углом (если этого ещё не произошло, конечно).
In general, the book is not bad, and if I hadn't read 200 books on marketing by now, perhaps the book would have been valued at more than three stars (out of five).
However, if we talk about the disadvantages, then, perhaps, the main thing is the format of the book itself. This is difficult to explain more precisely. Such books are quite common, especially if you are able to read books in English, which is a type of business book that is rarely translated into other languages, and therefore these books are rarely distributed beyond their national boundaries. This does not mean that the book is bad or that the author has written something that I strongly disagree with, but even vice versa. All that the author has written is correct and I agree with all this, but it is often said that such books would make a good article on the Internet, but not a book. To this book such a description, if it applies, then only partially. As I have already said, if you have read little in marketing literature and especially if you are not familiar with classical books on marketing, it is likely that the book will impress you. I still advise you to read the classics of marketing, and one of them is Janelle Barlow with her book "A Complaint Is a Gift: Recovering Customer Loyalty When Things Go Wrong", as well as her second most important book "Branded Customer Service: The New Competitive Edge ". To me, it will be much better this way. Of course, after reading many other books written in the XX century you will get more comprehensive knowledge of marketing, but since we have a narrow topic, "A Complaint Is a Gift" just intersects with our author and his book.
So, the essence of the book is simple: the experience or quality of interaction of the client with your company should be as high as possible, you should do everything possible and impossible (remaining within the budget, if possible), so that the client was always satisfied with your service. But even more than that, you have to impress the client with something to remember your service for a long time, so that thanks to this he not only addressed to you next time, but also became a "walking advertisement" of your product and your company, ie it is a classic "word-of-mouth marketing", a type of advertising, which is transmitted by word of mouth due to the fact that your clients, reaching the maximum level of satisfaction through your efforts, advertise you to your friends and acquaintances. I wouldn't say that the author introduces anything new, because I thought the author wasn't even a marketer. He offers this well-known theory, and also gives as proof of its effectiveness and importance to the firm, a lot of different examples. So yes, we have one simple theory and a lot of different examples that fill out the rest of the book. Some examples, especially the design of Apple products, impressed me. I liked the approach that the author described when Apple started to charge its phones so that the customer, after opening the box, could get a smartphone ready to use, thus creating a positive customer experience when buying this product. This is a very interesting remark of the author, which I missed in all the other books, and it is really important (although not new). Otherwise, it was more or less interesting.
Do I recommend the book? It's hard to say. Probably yes, despite the fact that the topic has already got tired of many people. However, some of the cases in the book are quite remarkable. And what is more important, they will help you to look at your own business from a different angle (if it has not already happened, of course).
Read
January 22, 20252025-01-22
Review 2025.01.005
Reviewers Note: It is the beginning of 2025 and one of the skills I desire to grow in is that of writing book reviews (having never done this before). I am doing this so I can better hone my writing (and reading) skills as I seek to think more critically about the books I am reading. I am sharing on Goodreads for my own personal development. I know this will be something I am always growing in so if you actually read these, please be patient with me as I develop this skill. I will also receive constructive criticism if you desire to help me become a better writer (and reader). I plan to use this disclaimer for the entire 2025 year.
Never Lose A Customer Again by Joey Coleman
368 Pages
In my business, we began to codify the customer experience at the end of 2024 so that our customers would know specific ways we are taking care of them. This isn’t easy when much of IT work is done behind the scenes. I had owned this book for a while and so it was good timing to read it at the beginning of the year as we are working towards a better customer experience.
I did a macro-reading of the book and plan to go back and micro-read at least the chapters that discuss the eight phases of the customer experience. At the end of those chapters, Mr. Coleman asks questions to help you think through how your specific business can apply the strategies listed in that phase of the customer journey. I probably could have done this during the macro-reading but I feel more comfortable completing the book first (just personal reading preference). Even though I did not answer the questions in the chapter, I still had several ideas come to mind while reading the book which I made note of and began implementing where I could.
My company is small (five employees and two locations) and while parts of the book are definitely written for companies larger than me, I still found the book highly beneficial. I have read many other business and leadership books, some of which are not applicable to businesses my size so I was thankful that was not the case here.
Mr. Coleman breaks the customer experience into eight phases.
1. Assess
2. Admit
3. Affirm
4. Activate
5. Acclimate
6. Accomplish
7. Adopt
8. Advocate
He uses very practical examples in at least the eight phases chapters (maybe all of them) and from real companies. Again due to our size, some of them do not apply directly to our situation but the point isn’t direct application but finding how you can apply the same principles in your context. The book was a true encouragement to me to continue codifying and improving the customer experience we began working on at the end of 2024.
Also Mr. Coleman talks about six different ways to communicate with the customers.
1. In-Person
2. Email
3. Mail
4. Phone
5. Video
6. Presents
In each phase, he gives examples of how to use each type of communication style. Of course, you do not necessarily use all six in all eight phases but adapt it to your business context. Where we are currently, I do not see us utilizing personal videos in any of the phases but all the others we have already discussed either adding or improving in our developing system. We may add video in the future and will leave that in our documentation to remind us it is an option.
I definitely recommend the book to business owners and customer relations employees who want to improve the customer service experience in their business.
Review 2025.01.005
Reviewers Note: It is the beginning of 2025 and one of the skills I desire to grow in is that of writing book reviews (having never done this before). I am doing this so I can better hone my writing (and reading) skills as I seek to think more critically about the books I am reading. I am sharing on Goodreads for my own personal development. I know this will be something I am always growing in so if you actually read these, please be patient with me as I develop this skill. I will also receive constructive criticism if you desire to help me become a better writer (and reader). I plan to use this disclaimer for the entire 2025 year.
Never Lose A Customer Again by Joey Coleman
368 Pages
In my business, we began to codify the customer experience at the end of 2024 so that our customers would know specific ways we are taking care of them. This isn’t easy when much of IT work is done behind the scenes. I had owned this book for a while and so it was good timing to read it at the beginning of the year as we are working towards a better customer experience.
I did a macro-reading of the book and plan to go back and micro-read at least the chapters that discuss the eight phases of the customer experience. At the end of those chapters, Mr. Coleman asks questions to help you think through how your specific business can apply the strategies listed in that phase of the customer journey. I probably could have done this during the macro-reading but I feel more comfortable completing the book first (just personal reading preference). Even though I did not answer the questions in the chapter, I still had several ideas come to mind while reading the book which I made note of and began implementing where I could.
My company is small (five employees and two locations) and while parts of the book are definitely written for companies larger than me, I still found the book highly beneficial. I have read many other business and leadership books, some of which are not applicable to businesses my size so I was thankful that was not the case here.
Mr. Coleman breaks the customer experience into eight phases.
1. Assess
2. Admit
3. Affirm
4. Activate
5. Acclimate
6. Accomplish
7. Adopt
8. Advocate
He uses very practical examples in at least the eight phases chapters (maybe all of them) and from real companies. Again due to our size, some of them do not apply directly to our situation but the point isn’t direct application but finding how you can apply the same principles in your context. The book was a true encouragement to me to continue codifying and improving the customer experience we began working on at the end of 2024.
Also Mr. Coleman talks about six different ways to communicate with the customers.
1. In-Person
2. Email
3. Mail
4. Phone
5. Video
6. Presents
In each phase, he gives examples of how to use each type of communication style. Of course, you do not necessarily use all six in all eight phases but adapt it to your business context. Where we are currently, I do not see us utilizing personal videos in any of the phases but all the others we have already discussed either adding or improving in our developing system. We may add video in the future and will leave that in our documentation to remind us it is an option.
I definitely recommend the book to business owners and customer relations employees who want to improve the customer service experience in their business.
May 23, 2023
Многим компаниям, чтобы начать зарабатывать больше надо просто начать делать очевидные вещи в процессе общения со своими клиентами. Эта книга, как раз, про такие очевидные вещи, которые мы знаем, но не делаем.
О ЧЕМ КНИГА:
Проблема удержания и сохранения клиентов стоит перед каждым бизнесом. Но почему-то большинство компаний готовы тратить огромные усилия на привлечение покупателей, а вот про то, как выстроить процессы после продажи не особо задумываются. В результате, бизнес теряет дорого доставшихся ему клиентов сразу после продажи. Или покупатели не хотят продлевать отношения из-за негативного опыта общения после заключения контракта.
Автор делит всё общение с клиентами на 8 ключевых этапов и показывает нам, как общаться с клиентами на каждом из них. Он утверждает, что правильный клиентский опыт - это один из ключей к успеху компании.
В книге много примеров из малого и среднего бизнеса. В общем, бери идеи и сразу внедряй в своей компании.
ГЛАВНАЯ МЫСЛЬ КНИГИ:
Постпродажное общение с клиентами не менее важно, чем процесс поиска покупателей и сами продажи. Надо делать эти два этапа работы с клиентами равнозначными по вложению ресурсов компании.
ЗАЧЕМ ЧИТАТЬ ЭТУ КНИГУ?
Чтобы разобрать клиентский путь ваших покупателей и получить идеи и подходы по их удержанию и по повышению среднего чека.
МЫСЛИ И ВЫВОДЫ ИЗ КНИГИ:
- Клиенты уходят часто потому что бизнес игнорирует их эмоциональные потребности и ожидания сразу после этапа продажи.
- Качественным продуктом и услугой уже никого не удивишь. Один из немногих, а может и единственный сейчас способ отличаться от конкурентов - это клиентский опыт.
- Людям надо принимать каждый день всё больше решений. Ни на что не хватает времени. Поэтому роль бренда и личности становится всё важнее в успехе бизнеса. Бренд гарантирует уровень качества и не надо долго думать и выбирать.
- Если компания умеет анализировать чувства, которые она вызывает у клиента во время контактов с ним и выстраивает из этого систему, то она может существенно повысить свою выручку и прибыль.
- Первые 100 дней общения с вашей компанией – это эмоциональное путешествие для клиента. Если оно выстроено правильно, то клиент надолго задержится у вас.
- Опыт покупки важно закрепить эмоциональным обрядом инициации. Это может быть какой-то физический подарок или яркое событие при заключении контракта или оплате.
- У новоиспеченного клиента после покупки возникает состояние эйфории и облегчения после сделанного выбора. Дополнительно выделяется дофамин. Задача компании дальше поддерживать у клиента это состояние, чтобы он считал, что сделал правильный выбор.
- Очень важен этап перехода клиента от менеджера по продажам к клиентскому менеджеру(key account или customer success manager). На этом этапе чаще всего у нового клиента происходит главное разочарование в компании.
ЧТО Я БУДУ ПРИМЕНЯТЬ:
Еще более детально проработаю процесс онбординга при приеме в свой книжный клуб.
ЕЩЕ НА ЭТУ ТЕМУ:
Карл Сьюэлл «Клиенты на всю жизнь»
О ЧЕМ КНИГА:
Проблема удержания и сохранения клиентов стоит перед каждым бизнесом. Но почему-то большинство компаний готовы тратить огромные усилия на привлечение покупателей, а вот про то, как выстроить процессы после продажи не особо задумываются. В результате, бизнес теряет дорого доставшихся ему клиентов сразу после продажи. Или покупатели не хотят продлевать отношения из-за негативного опыта общения после заключения контракта.
Автор делит всё общение с клиентами на 8 ключевых этапов и показывает нам, как общаться с клиентами на каждом из них. Он утверждает, что правильный клиентский опыт - это один из ключей к успеху компании.
В книге много примеров из малого и среднего бизнеса. В общем, бери идеи и сразу внедряй в своей компании.
ГЛАВНАЯ МЫСЛЬ КНИГИ:
Постпродажное общение с клиентами не менее важно, чем процесс поиска покупателей и сами продажи. Надо делать эти два этапа работы с клиентами равнозначными по вложению ресурсов компании.
ЗАЧЕМ ЧИТАТЬ ЭТУ КНИГУ?
Чтобы разобрать клиентский путь ваших покупателей и получить идеи и подходы по их удержанию и по повышению среднего чека.
МЫСЛИ И ВЫВОДЫ ИЗ КНИГИ:
- Клиенты уходят часто потому что бизнес игнорирует их эмоциональные потребности и ожидания сразу после этапа продажи.
- Качественным продуктом и услугой уже никого не удивишь. Один из немногих, а может и единственный сейчас способ отличаться от конкурентов - это клиентский опыт.
- Людям надо принимать каждый день всё больше решений. Ни на что не хватает времени. Поэтому роль бренда и личности становится всё важнее в успехе бизнеса. Бренд гарантирует уровень качества и не надо долго думать и выбирать.
- Если компания умеет анализировать чувства, которые она вызывает у клиента во время контактов с ним и выстраивает из этого систему, то она может существенно повысить свою выручку и прибыль.
- Первые 100 дней общения с вашей компанией – это эмоциональное путешествие для клиента. Если оно выстроено правильно, то клиент надолго задержится у вас.
- Опыт покупки важно закрепить эмоциональным обрядом инициации. Это может быть какой-то физический подарок или яркое событие при заключении контракта или оплате.
- У новоиспеченного клиента после покупки возникает состояние эйфории и облегчения после сделанного выбора. Дополнительно выделяется дофамин. Задача компании дальше поддерживать у клиента это состояние, чтобы он считал, что сделал правильный выбор.
- Очень важен этап перехода клиента от менеджера по продажам к клиентскому менеджеру(key account или customer success manager). На этом этапе чаще всего у нового клиента происходит главное разочарование в компании.
ЧТО Я БУДУ ПРИМЕНЯТЬ:
Еще более детально проработаю процесс онбординга при приеме в свой книжный клуб.
ЕЩЕ НА ЭТУ ТЕМУ:
Карл Сьюэлл «Клиенты на всю жизнь»
November 21, 2025
If I had a dollar for every single time I got vindicated this year, I'll still be kinda poor but I can at least buy a good cone of ice cream I guess. Never lose a customer, for most parts, aligned with my view on retaining customers, something I've been trying to preach in my previous role which fell on deaf ears (and really lame ideas, I am not even gonna hide that), also I support this because I am a terrible salesman, but I am great at helping a customer out. The core premise of the book is pretty simple actually, businesses tend to focus heavily on acquiring new customers to the point they neglect the current customers , which leads to , you guessed it, non-retention, especially in the critical first 100 days, and apparently it's kinda common across many industries (I thought I was the only victim).
The core concept of this book covers the idea of focusing on H2H , instead of the usual B2B/B2C methods, H2H stands for human to human, the whole idea of it is to connect with another human instead of looking at the client as a faceless corporation/business.
The other things covered is the critical 100 days framework , which is the make or break period to avert buyer's remorse and avoid losing that retention.
Then comes the 8 phases which covers things like Assess, Admit, Affirm, Activate, etc, along with communication strategies like In Person, email, phone, mail/notes, gifts and surprises (I disagree with the 2 last ones but I'll come to that)
Ultimately the key point here is to enhance customer experience and not just the service, there are real world cases presented here to further strengthen his case.
While the book does give real world examples, and is a very engaging and very pragmatic in many sense, there are some things that I disagree or at least will not work in our current environment. the idea of gift giving or surprises sound dated, currently at least in the region I am at , gift giving/surprise giving is considered illegal due to some anti-bribery rules being in effect (yea there are workarounds but let's look at this from a straightforward pov), but aside from that maybe the straight as an arrow personality in me doesn't like the idea of giving and receiving gifts (I look at it as a form of bribery or admitting I am so inept I need to buy someone with a gift).
That being said I wholeheartedly agree with a bulk of this book in the sense where we need to connect with our clients, we need to be there, to build confidence, to avert buyer's remorse and have that personal connection with our clients to retain them on the long run, yea it didn't work in some cases in my past (many other factors do play a role here too) but the core of it is straightforward. Don't look at just gaining new customers, it's not a bad thing to get new customers, but work to retain your customers, connect with them, keep them feeling safe and secure, don't make them feel abandoned once they sign a contract with you or once you sold your product to them. Treat them like how you want to be treated.
The core concept of this book covers the idea of focusing on H2H , instead of the usual B2B/B2C methods, H2H stands for human to human, the whole idea of it is to connect with another human instead of looking at the client as a faceless corporation/business.
The other things covered is the critical 100 days framework , which is the make or break period to avert buyer's remorse and avoid losing that retention.
Then comes the 8 phases which covers things like Assess, Admit, Affirm, Activate, etc, along with communication strategies like In Person, email, phone, mail/notes, gifts and surprises (I disagree with the 2 last ones but I'll come to that)
Ultimately the key point here is to enhance customer experience and not just the service, there are real world cases presented here to further strengthen his case.
While the book does give real world examples, and is a very engaging and very pragmatic in many sense, there are some things that I disagree or at least will not work in our current environment. the idea of gift giving or surprises sound dated, currently at least in the region I am at , gift giving/surprise giving is considered illegal due to some anti-bribery rules being in effect (yea there are workarounds but let's look at this from a straightforward pov), but aside from that maybe the straight as an arrow personality in me doesn't like the idea of giving and receiving gifts (I look at it as a form of bribery or admitting I am so inept I need to buy someone with a gift).
That being said I wholeheartedly agree with a bulk of this book in the sense where we need to connect with our clients, we need to be there, to build confidence, to avert buyer's remorse and have that personal connection with our clients to retain them on the long run, yea it didn't work in some cases in my past (many other factors do play a role here too) but the core of it is straightforward. Don't look at just gaining new customers, it's not a bad thing to get new customers, but work to retain your customers, connect with them, keep them feeling safe and secure, don't make them feel abandoned once they sign a contract with you or once you sold your product to them. Treat them like how you want to be treated.
January 7, 2023
🗓️ W swojej książce „Nigdy więcej nie trać klienta” Joey Coleman porusza tematy związane z obsługą klienta oraz relacjami z nim związanymi. To poradnik, dzięki któremu w zaledwie 100 dni mamy stworzyć z klientem długotrwałą relację, z której on, jak i my będziemy w pełni zadowoleni, a to wszystko bez konieczności wykorzystania dużych nakładów finansowych.
„Istnieje wiele konkretnych powodów, dla których klienci rezygnują. Jednak w szerszej perspektywie sprowadzają się one do jednego: Tracisz klientów, ponieważ oni czują się przez ciebie zaniedbywani zaraz po tym, jak dokonają transkacji”
🗓️ Cały proces podzielony jest na osiem etapów, które zostały dokładnie omówione i zobrazowane. Autor skupił się na konkretnych przykładach oraz działaniach, w przystępny sposób podchodząc do każdego z nich. Ze względu na przejrzysty podział i ciekawe grafiki, całość czytało mi się bardzo szybko i przyjemnie. Na duży plus zasługują również mini-zadania umieszczone na końcu każdego rozdziału. Dzięki nim mogłam odpowiedzieć na wiele ważnych pytań w kontekście obsługi klienta w firmie, w której pracuję oraz zapisać kilka ciekawych pomysłów na konkretne działania.
🗓️ I chociaż nie jestem fanką poradników, dzięki lekkiemu stylowi pisania autora oraz jego podejściu do tematu książka bardzo mnie zaciekawiła. Gdyby nie konieczność przeczytania jej do pracy, zapewne nigdy bym po nią nie sięgnęła. To dobra lektura dla osób pracujących w sprzedaży oraz mających bezpośredni kontakt ze swoimi klientami. Co ważne, nie ma żadnego znaczenia, jak duża jest wasza firma i ilu pracowników zatrudnia. To proste rozwiązania, które idealnie sprawdzą się w każdej firmie/działalności.
„Istnieje wiele konkretnych powodów, dla których klienci rezygnują. Jednak w szerszej perspektywie sprowadzają się one do jednego: Tracisz klientów, ponieważ oni czują się przez ciebie zaniedbywani zaraz po tym, jak dokonają transkacji”
🗓️ Cały proces podzielony jest na osiem etapów, które zostały dokładnie omówione i zobrazowane. Autor skupił się na konkretnych przykładach oraz działaniach, w przystępny sposób podchodząc do każdego z nich. Ze względu na przejrzysty podział i ciekawe grafiki, całość czytało mi się bardzo szybko i przyjemnie. Na duży plus zasługują również mini-zadania umieszczone na końcu każdego rozdziału. Dzięki nim mogłam odpowiedzieć na wiele ważnych pytań w kontekście obsługi klienta w firmie, w której pracuję oraz zapisać kilka ciekawych pomysłów na konkretne działania.
🗓️ I chociaż nie jestem fanką poradników, dzięki lekkiemu stylowi pisania autora oraz jego podejściu do tematu książka bardzo mnie zaciekawiła. Gdyby nie konieczność przeczytania jej do pracy, zapewne nigdy bym po nią nie sięgnęła. To dobra lektura dla osób pracujących w sprzedaży oraz mających bezpośredni kontakt ze swoimi klientami. Co ważne, nie ma żadnego znaczenia, jak duża jest wasza firma i ilu pracowników zatrudnia. To proste rozwiązania, które idealnie sprawdzą się w każdej firmie/działalności.
April 1, 2021
Always love a book that makes me look at who I am and what I do in the world to serve others under a different light. When this book was lent to me, I decided to take on the experience with the intention to deeply introspect. Not only would it serve me to assess my business activity but I also intended tto take it as a chance to explore my spirituality in a different format...
I greatly enjoyed being reminded of all the good things I have intuitively been doing in my personal training and coaching business for the past 10 years and why my clients keep me around an average of 5 years ... but something near the end of the book left me scratching my head. It says something along the lines of , "If the need of your clients are fulfilled, then you will would be fulfilled..."
I asked for it, a spiritual experience indeed to tumble down the rabbit hole of my very own unfulfilled self... and I wonder if this is due to the subconscious programming I have been struggling with of 'BE MORE, DO MORE, WANT MORE...' to the point that more results in being burned out and off balance from the relationship to nurture self and serve others.
Like I said I always appreciate a book that helps me look at who I am and what I do in this world to serve others under a different light.
These book also sounds different in the middle of a pandemic...
I greatly enjoyed being reminded of all the good things I have intuitively been doing in my personal training and coaching business for the past 10 years and why my clients keep me around an average of 5 years ... but something near the end of the book left me scratching my head. It says something along the lines of , "If the need of your clients are fulfilled, then you will would be fulfilled..."
I asked for it, a spiritual experience indeed to tumble down the rabbit hole of my very own unfulfilled self... and I wonder if this is due to the subconscious programming I have been struggling with of 'BE MORE, DO MORE, WANT MORE...' to the point that more results in being burned out and off balance from the relationship to nurture self and serve others.
Like I said I always appreciate a book that helps me look at who I am and what I do in this world to serve others under a different light.
These book also sounds different in the middle of a pandemic...
April 26, 2025
Joey Coleman is brilliant at understanding what truly builds strong relationships and long-term retention between a business and its customers. More importantly, he breaks it down into simple, actionable strategies that are packed with ah-ha moments. His approach reminds us how much we are all starving for connection, and how powerful it can be to inject surprise and delight into each other’s days. It benefits both sides of the relationship and leaves a lasting impact.
This book is a must-read for anyone who cares about creating meaningful customer experiences. It is insightful, practical, and full of ideas you can implement right away. As a mental health company CEO, it's especially impactful to challenge norms in our industry and use Joey's strategies to build communities that support healing and authentic connection!
Special shout out to the author who came to my work book club as an author special guest. He gave us tons to think about as related to this book and has shaped our program, and how we see our customers, for years to come!
I loved it and am giving it a full 5 stars!
This book is a must-read for anyone who cares about creating meaningful customer experiences. It is insightful, practical, and full of ideas you can implement right away. As a mental health company CEO, it's especially impactful to challenge norms in our industry and use Joey's strategies to build communities that support healing and authentic connection!
Special shout out to the author who came to my work book club as an author special guest. He gave us tons to think about as related to this book and has shaped our program, and how we see our customers, for years to come!
I loved it and am giving it a full 5 stars!
March 18, 2019
Detailed and thoughtful information on how to think through the interactions you have with customers on an ongoing basis, in well-defined stages and from the point of view of both customer and business, in order to make sure customer experience is not only satisfactory, but amazing. Customers won't always be feeling the same things about you as you feel about them, at the same time, so putting yourself in the customer's shoes and understanding what it takes to give THEM an amazing experience (and thus, keep them coming back and referring) is lined up in easy-to-understand chunks with an absolutely amazing set of practical examples that were utterly fascinating (and almost always attributed, which makes it even better).
I finished the book feeling excited but also a little overwhelmed at the number of possibilities. I'll be coming back for a while to chew on individual parts!
I read the audio book but picked up a physical copy because I think it's going to be useful for long-term reference.
I finished the book feeling excited but also a little overwhelmed at the number of possibilities. I'll be coming back for a while to chew on individual parts!
I read the audio book but picked up a physical copy because I think it's going to be useful for long-term reference.
April 10, 2019
As a business owner I’m always looking for new ideas and guidance on new initiatives. This book is really good to help plan communication with clients and look at ways to keep them loyal (as the title says.). A lot of it I already do, such as getting to know personal details about your clients, but the book says to record them; I don’t really need to do this and when I employ people I would encourage them to build their own relationship, not to learn it from notes on a database. The book is also quite heavy on giving gifts, and I did question this as I’d prefer to give added value with the service that is provided.
There is a free download on Joeys website which is really helpful to plan stages of communication which I will start to use to plan better ways of keeping in touch with my clients.
My favourite thing is the way a customers purchasing life cycle is broken down in to seven simple stages, and it’s something that I will definitely be analysing in more detail.
I originally listened to this book in Audi but bought the book to reference easier.
Highly recommended.
There is a free download on Joeys website which is really helpful to plan stages of communication which I will start to use to plan better ways of keeping in touch with my clients.
My favourite thing is the way a customers purchasing life cycle is broken down in to seven simple stages, and it’s something that I will definitely be analysing in more detail.
I originally listened to this book in Audi but bought the book to reference easier.
Highly recommended.
May 23, 2024
At the suggestion of a friend, listened to this book over 15 days via Audible. The book is narrated by the author, who is animated and enthusiastic (and speaks at a rate that you can comfortably listen at 1.2x). Essentially, this book examines the idea of customer satisfaction through the lens of a 6x8 grid.
The 8 rows are the phases of the sales process: assess, admit, affirm, activate, acclimate, accomplish, adopt, advocate. The six columns are methods of communication: in person, email, mail, phone, video, present. The author offers case studies and offers recommendations in each of these 48 cells.
The book is so full of ideas that it comes off as the narrative for a full-day seminar. Ideally, you would work through this book with a team, slowly, so that you could gin up and examine ideas in each category.
I gave the book four stars because some of the examples are too simple (bring candy to a meeting) and others are not applicable (awarding points on your credit card). Overall, though, every business could find something of value here.
The 8 rows are the phases of the sales process: assess, admit, affirm, activate, acclimate, accomplish, adopt, advocate. The six columns are methods of communication: in person, email, mail, phone, video, present. The author offers case studies and offers recommendations in each of these 48 cells.
The book is so full of ideas that it comes off as the narrative for a full-day seminar. Ideally, you would work through this book with a team, slowly, so that you could gin up and examine ideas in each category.
I gave the book four stars because some of the examples are too simple (bring candy to a meeting) and others are not applicable (awarding points on your credit card). Overall, though, every business could find something of value here.
August 16, 2024
Giving gifts is the solution?
This book started out so great. I was really pumped after relating to the problem in the intro. It's clear Joey is a great writer, very creative and enthusiastic. He is enjoyable. I thought the best part of the book was the guidance on celebrating the customer's achievements. I took plenty of notes.
All of that said I wouldn't recommend this book to others without a strong warning. This is not really a product book. About half of the book seems devoted to giving your customers gifts/bribes. I'd say it's a concept worth exploring, but it's not worth half of this book. The solution to your customer relationship isn't well-placed gifts. It's a better product experience. I sincerely disagree with the author here on this core principle. So while there is some great advice in the beginning, I completely disagree with the main solution to the problem that the author is addressing.
This book started out so great. I was really pumped after relating to the problem in the intro. It's clear Joey is a great writer, very creative and enthusiastic. He is enjoyable. I thought the best part of the book was the guidance on celebrating the customer's achievements. I took plenty of notes.
All of that said I wouldn't recommend this book to others without a strong warning. This is not really a product book. About half of the book seems devoted to giving your customers gifts/bribes. I'd say it's a concept worth exploring, but it's not worth half of this book. The solution to your customer relationship isn't well-placed gifts. It's a better product experience. I sincerely disagree with the author here on this core principle. So while there is some great advice in the beginning, I completely disagree with the main solution to the problem that the author is addressing.
March 4, 2020
This book was sent to me by my employer as part of our training and development as employees. In this book, author Joey Coleman provides eight phases of the customer journey that every business and employee should think about, plan for, and intentionally design. In Never Lose a Customer Again, you'll find real-life case studies and examples, conceptual explanations, and practical tips on how to implement these strategies—no matter if you're the CEO or a front-line employee. The balance between the emotional experience of the customer and the thoughts and intentions of businesses makes for an insightful, action-packed, and transformational read for any business owner or employee. I highly recommend this book for any business or team to create substantial changes to their business, increase the satisfaction of customers, and retain more lifelong customers.
November 13, 2019
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.
https://www.fahasa.com/
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.
https://www.fahasa.com/
August 16, 2018
This is a really great book. I just read a book call the Purple Cow, which talks about the importance of being remarkable. It was a fun read, but there was a problem: it didn't give any real ideas on how to be remarkable.
This book dives in with specifics and ideas on how to be remarkable. The difference is that it deals with being remarkable for new/existing customers, not so much on being remarkable from a marketing perspective (which is more on what the Purple Cow focuses on). Nevertheless, the applicable principles truly are useful for pretty much any business out there.
Highly, highly recommend.
This book dives in with specifics and ideas on how to be remarkable. The difference is that it deals with being remarkable for new/existing customers, not so much on being remarkable from a marketing perspective (which is more on what the Purple Cow focuses on). Nevertheless, the applicable principles truly are useful for pretty much any business out there.
Highly, highly recommend.
March 31, 2024
Loved the book! Clearly structured and written full of applicable tips and examples. I was fervently making notes for my business as I read the book, and can't wait to start applying the ideas.
I fully agree that Raving Fans was a good start, but I walked away feeling a little unsure about how to even apply the ideas. This book takes it beyond with really practical ideas and insights. It breaks things down in to 8 phases, with 6 suggested comms channels, lots of examples/exercises, and 4 steps for getting started. Great stuff!
Book summary at: https://readingraphics.com/book-summa...
I fully agree that Raving Fans was a good start, but I walked away feeling a little unsure about how to even apply the ideas. This book takes it beyond with really practical ideas and insights. It breaks things down in to 8 phases, with 6 suggested comms channels, lots of examples/exercises, and 4 steps for getting started. Great stuff!
Book summary at: https://readingraphics.com/book-summa...
October 23, 2018
This is a brilliant book and must be read by all business owners and any one who has any form of customer interaction. It is one of the rare books that presents a complete mind-shift in the way we deal with customers and if companies don't adjust to this new way of offering "customer experience" they will lose out to their competitors sooner or later. This book makes more and more sense the further you get into the book and it also offers handy exercises to get you thinking about ways you could introduce the ideas from this book into your business.
September 14, 2019
This was excellent. It's a tool kit for not taking customers for granted and taking advantage of repeat customers rather than constantly seeking out new customers to make up for attrition.
There are 8 phases of the customers life cycle:
- Assess
- Admit
- Affirm
- Activate
- Acclimate
- Accomplish
- Adopt
- Advocate
And at each of those 8 stages, there are six ways to communicated to take advantage and make the most of the stage:
- In person
- Email
- Mail
- Phone
- Video
- Present
Much to learn for those who work in customer success. Nice work, Joey, and nice accompanying tool kit!
There are 8 phases of the customers life cycle:
- Assess
- Admit
- Affirm
- Activate
- Acclimate
- Accomplish
- Adopt
- Advocate
And at each of those 8 stages, there are six ways to communicated to take advantage and make the most of the stage:
- In person
- Phone
- Video
- Present
Much to learn for those who work in customer success. Nice work, Joey, and nice accompanying tool kit!
February 8, 2021
This is one of a few customer retention books out there and I think the author did a great job taking us through the 8 phases of customer experience from pre-purchasing to becoming a life-long advocate who happily makes referrals for the company.
The book contains many examples and I and how-to use different communication medium to achieve the goal of each phase.
I also find chapter-end exercises useful as it encourages readers to apply techniques learned in each chapter to their own businesses.
The book contains many examples and I and how-to use different communication medium to achieve the goal of each phase.
I also find chapter-end exercises useful as it encourages readers to apply techniques learned in each chapter to their own businesses.
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