%PSJF $MBSL BVUIPS PG 4UBOE 0VU BOE &OUSFQSFOFVSJBM …€¦ · NEVER LOSE A CUSTOMER AGAIN Turn...

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NEVER LOSE A CUSTOMER

AGAINTurn Any Sale into

Lifelong Loyalty in 100 Days

JOEY COLEMAN

P O R T F O L I O / P E N G U I N

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CONTENTS

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 15

4. CUSTOMER DEFECTION: A STRUCTURAL AND CULTURAL PROBLEM 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

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x CONTENTS

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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CHAP TER SE VEN

The Eight Phases of the Customer Experience

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PHASE 1: ASSESS

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46 Never Lose a Customer Again

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PHASE 2: ADMIT

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PHASE 3: AFFIRM

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The Eight Phases of the Customer Experience 47

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PHASE 4: ACTIVATE

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PHASE 5: ACCLIMATE

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PHASE 6: ACCOMPLISH

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PHASE 7: ADOPT

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PHASE 8: ADVOCATE

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YES, ALL EIGHT PHASES APPLY TO YOU

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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!



Wealth Factory (p. 66) Notes from the Universe (p. 71)

Corporate ExecutiveBoard (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) Zogics (p.98) Tony Robbins (p.94)Zogics (p.99)

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)

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

Total Debt Freedom(p.114)

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

World Bank (p. 148)Apple (p.141)

Tech 4 Kids (p.143)23andMe (p.145)

Cornerstone Wealth (p.147)

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

PolicyMedical (p. 168) San Francisco CrossFit (p. 169)

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

PolicyMedical (p.166) Domino’s Pizza (p.161) Delta Airlines (p.173) PolicyMedical (p.182)

Yoko Co (p. 198)Online Trainer Acad. (p.191)

Audible (p.195)Yoko Co (p.199)

Ongoing Operations (p.186)Online Trainer Acad. (p.190) Baro (p. 205) Ongoing Operations (p.186)

Online Trainer Acad. (p.190)

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

Sephora (p. 216)Chicago Cubs (p. 228)

Taylor Swift (p. 234)

anonymous suitcase(p. 258)

Lady Gaga (p. 224) Lady Gaga (p. 224)

Sephora (p. 216)d TERRA (p. 225)

Starwood Hotels (p. 225)Chicago Cubs (p. 228)

Taylor Swift (p. 231)

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

ViaCord (p. 240)4Knines (p. 244)Dropbox (p. 251)

Delta/AMEX (p. 254)

Dropbox (p. 265)Delta/AMEX (p. 265)

Maverick1000 (p. 265)MastermindTalks (p. 260)

In-Person Email Mail Phone Video PresentPhase

Assesschapter 8

Admitchapter 9

Affirmchapter 10

Activatechapter 11

Acclimatechapter 12

Accomplishchapter 13

Adoptchapter 14

Advocatechapter 15

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CHAP TER EIGHT

Phase 1: Assess

THE $35,000 GOLF BALL

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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.”

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Phase 1: Assess 59

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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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Phase 1: Assess 61

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WHETHER LONG OR SHORT, THE ASSESS PHASE ALWAYS HAPPENS



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MARKETING AND SALES OFTEN FAIL TO CONSIDER THE ASSESS PHASE EXPERIENCE

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Phase 1: Assess 63

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THE SALESPERSON ISN’T THE PROBLEM— IT’S THE STRUCTURE

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PREFRAME YOUR PROSPECT

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DRINKING “BEERS” AT 9:00 A.M.

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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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Phase 1: Assess 71

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THE UNIVERSE HAS A MESSAGE FOR YOU

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Phase 1: Assess 73

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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 manage-ment 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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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 79

THE SIX WAYS TO COMMUNICATE IN THE ASSESS PHASE

IN-PERSON

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PRESENT

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YOUR ASSIGNMENT: PUT THESE IDEAS TO WORK

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Evaluating the Current Situation


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Tools to Enhance the Future Experience

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Pick One Now


Phase 1: Assess 85

FROM ASSESS TO ADMIT


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