Book Review: Never Lose a Customer Again: Turn Any Sale Into Lifelong Loyalty in 100 Days

At a Social Media Marketing World conference, I had that opportunity to watch Joey Coleman speak. He talked about the first 100 days and how we are losing customers. He shared what we could do in the first 100 days to prevent this loss.

I just learned that he wrote a book called Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days and I knew that I had to get it. I now recommend that you get and read this book.

Never Lose a Customer Again is 353 pages long and is spread over 17 chapters. Roughly half of the book is devoted to his eight phases of the customer experience.

At the beginning of the book, he discussed what the impact of losing customers is even before they start using your product. According to research, 20-70% of customers stop being customers in the first 100 days. If we could retain 5% of these individuals, it would result in a 20 to 25% return on investment.

Coleman examined the customer experience from the first time they have a problem and want a solution to when they become an advocate for your company. Unfortunately, a great majority will never become advocates. As he noted, you only have 100 days to get it right. If you can get them past 100 days, they will turn into loyal customers.

For each of the phases: assess, admit, affirm, activate, acclimate, accomplish, adopt, and advocate, Coleman provided details and descriptions as well as suggestions on how you can improve the experience so that customer customers will continue to do business with you.

In each phase, he recommended thinking about using one or more of these six strategies: in-person, email, mail, phone, video, and present. These simple strategies help customers achieve their goal. The reason they wanted to do business in the first place.

In one of the last chapters, Coleman provided a plan for getting started to improve the customer journey through these eight phases. This is an activity that my team and I will engage in during the summer. Finally, the book ends with a case study of Comcast and how they were able to turn their customer experience around.

I cannot recommend this book strongly enough. If there is one book that you should read to help your business improve this year, it should be Never Lose a Customer Again.

Additional Reading

• Book Review: The 1-Page Marketing Plan: Get New Customers, Make More Money, and Stand Out From the Crowd

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