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NEVER LOSE A CUSTOMER AGAIN

Turn Any Sale into Lifelong Loyalty in 100 Days

JOEY COLEMAN

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PORTFOLIO / PENGUIN


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8 5:51 PM

CO N T E N T S

1. A LETTER FROM THE AUTHOR: THE FUTURE OF BUSINESS IS H2H

1

2. IF A DENTIST CAN DO IT, WHY CAN’T YOU?

7

3. THE COST OF LOSING A CUSTOMER

23

5. WHAT IS CUSTOMER EXPERIENCE?

33

6. YOU ONLY HAVE 100 DAYS (IF THAT LONG) TO GET IT RIGHT

39

7. THE EIGHT PHASES OF THE CUSTOMER EXPERIENCE

45

8. PHASE 1: ASSESS

57

9. PHASE 2: ADMIT

87

10. PHASE 3: AFFIRM

113

ix

15

4. CUSTOMER DEFECTION: A STRUCTURAL AND CULTURAL PROBLEM


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CONTENTS

x

11. PHASE 4: ACTIVATE

139

12. PHASE 5: ACCLIMATE

157

13. PHASE 6: ACCOMPLISH

185

14. PHASE 7: ADOPT

215

15. PHASE 8: ADVOCATE

241

16. GET STARTED: HOW TO STOP LOSING CUSTOMERS TODAY

271

17. CONCLUSION: IF COMCAST CAN DO IT, SO CAN YOU

303

ACKNOWLEDGMENTS

321

APPENDIX: AUDIENCE INFORMATION CATEGORIES

331

DIGITAL BONUSES

337

BIBLIOGRAPHY AND RECOMMENDED READING

339

INDEX

345

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NEVER LOSE A CUSTOMER AGAIN

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CHAPTER SEVEN

The Eight Phases of the Customer Experience

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Never Lose a Customer Again

46

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48

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4

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YES, ALL EIGHT PHASES APPLY TO YOU "MMFJHIUPGUIFTFQIBTFTBSFUIFTBNFGPSFWFSZCVTJOFTTThFZTIPXVQ JO UIF TBNF PSEFS SFHBSEMFTT PG UIF UZQF PG DVTUPNFS ZPV TFSWF UIF JOEVTUSZZPVPQFSBUFXJUIJO PSZPVSQSPEVDUPSTFSWJDFPffFSJOHT "MMDVTUPNFSTHPUISPVHIUIFJOJUJBMQIBTFT*GZPVIFMQUIFNBMPOH UIFXBZ UIFZXJMMDPOUJOVFUISPVHIUIFQSPDFTT FWFOUVBMMZBSSJWJOHBU UIFfiOBMQIBTFXIFSFUIFZCFDPNFBEWPDBUFTGPSZPVBOEZPVSCVTJ OFTT *GZPVEPOUHVJEFUIFNBMPOHUIFXBZ DVTUPNFSTDBOHFUTUVDLJO BQIBTF SFWFSUCBDLXBSE PSJOUIFXPSTUDBTF FYJUUIFKPVSOFZBMUP HFUIFS /

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THE SIX WAYS TO COMMUNICATE IN EACH PHASE

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IN-PERSON

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PHASES, TOOLS, AND CUSTOMERS, OH MY!

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55

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In-Person

Assess

Wealth Factory (p. 66)

Notes from the Universe (p. 71)

Corporate Executive Board (p. 57)

Build-a-Bear (p. 87) Ridemakerz (p. 92) Tony Robbins Cos. (p. 93) Maverick 1000 (p. 104) Notre Dame Glee Club (p. 100)

Tony Robbins (p. 95)

Zogics (p. 97)

Affirm

CarMax (p. 126)

Book in a Box (p. 119) CD Baby (p.123) Casper Beds (p.126) Zappos (p.126) Lands’ End (p.127)

Book in a Box (p. 133) CADRE (p. 120)

Activate

World Bank (p. 148)

chapter 8

Admit chapter 9

chapter 10

chapter 11

Acclimate chapter 12

Accomplish chapter 13

Yoko Co (p. 198)

Apple (p. 220) Harley-Davidson (p. 221) Starwood Hotels (p. 226)

Advocate

Maverick1000 (p. 257) MastermindTalks (p. 260)

chapter 15

Mail

Phone

Book in a Box (p.120) CADRE (p.128)

Apple (p.141) Tech 4 Kids (p.143) 23andMe (p.145) Cornerstone Wealth (p.147)

PolicyMedical (p.146) PolicyMedical (p. 168) San Francisco CrossFit (p.170) San Francisco CrossFit (p. 169) Acceleration Partners (p.174)

Adopt chapter 14

Email

Online Trainer Acad. (p.191) Audible (p.195) Yoko Co (p.199)

ViaCord (p. 240) 4Knines (p. 244) Dropbox (p. 251) Delta/AMEX (p. 254)

Video

Present

Zogics (p.98)

Tony Robbins (p.94) Zogics (p.99)

Total Debt Freedom (p.114)

Book in a Box (p.121) CADRE (p.130)

Tech 4 Kids (p.143)

Apple (p.141) Cornerstone Wealth (p.147)

PolicyMedical (p.166)

Domino’s Pizza (p.161) Delta Airlines (p.173)

PolicyMedical (p.182)

Ongoing Operations (p.186) Online Trainer Acad. (p.190)

Baro (p. 205)

Ongoing Operations (p.186) Online Trainer Acad. (p.190)

Sephora (p. 216) Chicago Cubs (p. 228) Taylor Swift (p. 234)

Lady Gaga (p. 224)

anonymous suitcase (p. 258)

Lady Gaga (p. 224)

Sephora (p. 216) d TERRA (p. 225) Starwood Hotels (p. 225) Chicago Cubs (p. 228) Taylor Swift (p. 231)

Dropbox (p. 265) Delta/AMEX (p. 265) Maverick1000 (p. 265) MastermindTalks (p. 260)

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CHAPTER EIGHT

Phase 1: Assess

Overview of the Assess Phase

In the Assess phase, the customer is deciding if they want to do

business with you. They learn about your organization and they share

their expectations for the relationship. Most people refer to this as

“sales and marketing.”

THE $35,000 GOLF BALL

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8 5:51 PM

Phase 1: Assess

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Quick Takeaway It’s not all about the sale. Connect with the customer and meet them where they are. Then follow through (sorry, I couldn’t resist the golf reference). Going above and beyond takes only a little extra effort and creates a huge return.

THE ASSESS PHASE: CAN YOU SOLVE MY PROBLEM?

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/

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60

2/7/18

5:51 PM

8 5:51 PM

Phase 1: Assess

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/


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/


62

2/7/18

5:51 PM

8 5:51 PM

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63

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64

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/

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64

2/7/18

5:51 PM

8 5:51 PM

Phase 1: Assess

65

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PREFRAME YOUR PROSPECT

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/


66

2/7/18

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67

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/


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5:51 PM

8 5:51 PM

Phase 1: Assess

69

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Quick Takeaway

Do the homework. Investigate your prospective customers to

discover ways to please and surprise them very early in the relation-

ship. If you can find one or two key personal details, you can grab and hold the customer’s attention. If your product or service isn’t the

right fit, make sure to let the prospect know. This level of honesty is

rare and always results in the customer coming back when they need

help in the future—because you’ve built trust, even though it came at

the expense of getting a sale in the moment.

PREFRAMING WORKS INDIVIDUALLY AND ACROSS YOUR ENTIRE ENTERPRISE

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THE UNIVERSE HAS A MESSAGE FOR YOU

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8 5:51 PM

Phase 1: Assess

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Did you know, Joey, that your boldest dreams today, like a beach

house and when you are on the cover of Time Magazine, will one

day just be memories that make you smile, like learning to read,

riding a bike, and Hula- Hooping.

Dang, you’re so “on it” this lifetime.

Your biggest fan,

The Universe3

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Quick Takeaway

If you want to know about your customers, it’s okay to just ask. Once

they answer, you must use this information to make their future

experience and interactions more personalized and meaningful. That

means recording the information in a customer relationship management tool and then making sure to circle back to it later in the relationship.

THE PERILS OF PREFRAMING: WHEN EXPECTATION SETTING FALLS APART AFTER THE SALE

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Phase 1: Assess

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Quick Takeaway Honor the agreements you make in the Assess phase. Make sure the salesperson communicates the company’s offering accurately to the customer and communicates the customer’s desires to the company.

SUMMARY: PHASE 1— ASSESS Creating Remarkable Customer Experiences in the Assess Phase

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Phase 1: Assess

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