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(R) 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.
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