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The Marketing Book Podcast: "Never Lose a Customer Again" by Joey Coleman

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

Joey Coleman Combo-790968-edited

Joey Coleman helps companies keep their customers. An award-winning speaker, he works with organizations ranging from small startups to Major Brands, such as Deloitte, Hyatt Hotels, Zappos, and NASA. His First 100 Days methodology fuels the remarkable experiences his clients deliver.

And interesting facts: Joey is a recovering lawyer who once worked at the CIA, the US Secret Service and The White House Office of Counsel to the President during the Clinton Administration but even bigger than that - he was in the Notre Dame Glee Club!

The Host's Perspective:


If you run a business, I’ve got some good news and some bad news.

Let’s start with the bad news.

Somewhere between 20 and 70 percent of all new customers, across all industries leave within the first hundred days of the relationship, never to do business with that organization again.

But the good new is that if you can keep just 5 percent of the customers who are leaving, it will increase profits by 25 to 100 percent!

Now back to the even worse news: most businesses are hemorrhaging customers and don't even realize it.

In the book, Coleman explains that every customer experiences eight phases, and they are the same no matter what the customer is buying, how they are buying it, or how long it takes to deliver a result.

Business people will recognize these stages. But so will anyone who has ever bought anything, particularly anyone who has had a bad buying or customer experience.

What’s so helpful in the book is that Coleman then shows how to rather simply but intentionally engineer a customer experience that will generate more sales, but more importantly, generate an army of raving fans that will want to tell everyone about your company.

At the end of each chapter, Coleman includes practical, fun exercises to help you evaluate and improve what you could be doing to better delight your customers.

And interesting is that when companies have started to adopt managing their customer experiences around the eight phases in the book, not only are their customers delighted, but employee morale starts to take off as well.

And when you have happy employees, you’ll have happy customers. And when you have happy customers, you’re going to get more happy customers! It’s a happy cycle!


Listen to the Interview:


Show Notes

Beware the Naked Man Who Offers You His Shirt by Harvey Mackay

Lovemarks by Kevin Roberts

Duct Tape Marketing by John Jantsch

SEO for Growth by John Jantsch

Leonardo da Vinci by Walter Isaacson

Pattern Recognition by William Gibson

The Five Minute Journal

Attention Pays by Neen James

Friend of a Friend by David Burkus

Hug Your Haters by Jay Baer

Youtility by Jay Baer

Joey Coleman’s Website

Joey Coleman’s Twitter




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Douglas Burdett
Douglas Burdett
The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

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