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Book Summary – Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days

Ever wondered how to turn a one-time buyer into a lifelong customer? This book by Joey Coleman provides a step-by-step guide to create a consistent, exceptional customer experience, so you can convert new customers into raving fans, and never lose a customer again. The ideas are applicable for companies of any size or industry.  In this free Never Lose Your Customer Again summary, you’ll get an overview of the ideas steps and ideas involved to create true customer to your brand.

Customer Experience: The Secret to Never Losing a Customer Again

It takes a lot of effort and resources to acquire a customer. Yet, many companies lose 20-70% of new customers within the first 100 days.


That’s because most businesses focus on customer acquisition, not retention. Most of their budget is allocated for sales and marketing (not customer retention); employees are often rewarded for top sales, not outstanding customer service or experience.

Yet, bad customer experience is costly. Every customer you lose means unrecovered sunk costs from acquisition efforts, loss of recurring revenues, and damage to the team’s morale. In The Loyalty Effect, Frederick Reichheld estimated that a 5% increase in customer retention can translate to 25-100% increase in profits.

All Businesses are about Human Interactions

This book is built on the key concept that every business involves humans interacting with other humans.

Organizations are run by humans, and they sell things that are used by humans. So, there’s no need to differentiate between business-to-business (B-to-B) and business-to-consumer (B-to-C). All businesses are human-to-human (H-to-H).

The secret to never losing a customer again is to focus on their emotional journey. In this free version of the Never Lose Your Customer Again summary, we’ll outline the 6 communication channels that can be  used to create an exceptional experience across 8 phases of a customer’s experience.  More details, tips and examples in our full 18-page summary bundle!

Never Lose a Customer Again summary - book overview

The 8 Phases of the Customer’s Journey

There are 8 phases that any new customer must go through before they love and trust your brand enough to refer it.  The specifics may differ based on the industry, product or service, but the 8 phases always exist. But the key is to provide a consistently outstanding experience to guide new customers through all 8 phases.

The 6 Main Communication Channels

In each phase, you could choose from 6 modes of communication to engage your customers. These are:

In-person interactions: Use face-to-face communications to convey your commitment, and maximize rapport and connection.

Emails are inexpensive, flexible, and easy to track. Done correctly, they can be very effective for personal, emotional connections.

Mail: It’s much easier to stand out with direct mails compared to the crowded digital space.

Phone: Most people carry their phones with them, making it a great way to reach your prospects/customers.

Video: Research suggests that informal videos tend to work better than polished ones.

Presents: Personalized and meaningful gifts (not mass gifts) are a powerful way to build an emotional connection.

The 8 Phases to Convert New Customers to Raving Fans

The first 100 days after an initial sale is crucial to shape and solidify a customer’s opinion of your brand. Let’s look at how you can guide the customer smoothly through all 8 phases so they become a raving fan by the end.


In this phase, the potential customer is still deciding whether to do business with you.

They’re assessing if your company can solve their problem or deliver what they want. A big part of their decision comes from how they feel about engaging with you.

Often, they struggle to figure out what to expect post-purchase. The salesperson might not accurately present what will happen after the sale, and it’s especially frustrating when the prospects’ information, needs, and expectations are not passed on to the accounts or product teams.

Pre-frame” what to expect post-purchase

Let them preview what will happen, and show that you’re the best option for them.

Do your “homework” by researching their needs, interests, likes and dislikes. Then, personalize your interactions so they feel heard and understood, and are engaged at an emotional level.

For example, during an event hosted by Wealth Factory, Coleman was pleasantly surprised that they had prepared root beer for him, after researching what he loved to drink.

When Coleman was working for the Corporate Executive Board (which sold executive memberships worth $35,000 annually), he spent an hour-long “sales meeting” discussing golf with a client who was clearly passionate about it. A week later, when Coleman was at the famous Pebble Beach golf course, he bought a branded golf ball and sent it to the client with a personal note. Wowed by the personal gesture, the client signed up without even reading the brochure.

It’s ok to ask questions about your prospects. Just make sure the information is recorded and used to improve their experience.

If a product or solution isn’t right for the prospect, be honest about it. You might lose an immediate sale, but it shows that you care about them, and builds long-term trust.

Ensure that any promises made during the Assess phase are communicated to and upheld by the rest of the company.

Consider the communication channels you can use.

These include:
• In-person interactions, such as product demos or pitch meetings;
• Educational emails, including e-newsletters, testimonials, or other information tailored to their neesd;
• Giving the a call to address any questions they might have, or sending requested information via text;
• Printed brochures, informative material, or free samples;
• Links to online videos that explain your solution or offer customer testimonials; and/or
• Unexpected gifts tailored to their needs or interests.

Now, let’s briefly outline the other 7 phases on this journey.  Do check out our full 18-page summary for a breakdown of the ideas, examples, and channels for each step!
Never Lose a Customer Again summary - 8 Phases Customer Journey


This phase begins when the customer makes a purchase because (i) they admit they have a need/problem, and (ii) they believe you can solve it.

At this point, they are filled with excitement and anticipation of achieving their desired outcomes. Celebrate the start of this new relationship with your customer, with the goal to elevate and/or prolong the emotional high.

More tips and examples in our complete version of the Never Lose Your Customer Again summary :)


This phase is commonly known as “buyer’s remorse.” It usually starts right after a purchase, and lasts until the first major interaction between the customer and the purchased item/service.

After the initial high, buyers start to doubt their decision. Open up a communication channel asap to address any customer concerns, allay their fears, and re-affirm the reasons for their purchase decision.


This phase starts when the customer has a first major post-sale interaction, and the business starts to deliver on its promises.

This could be when the customer receives the product, starts using the service, or has a kickoff meeting. Make sure you create a great first impression. Once formed, they’re hard to change.


In this phase, customers familiarize themselves with how your business and product work. It starts from the time they first engage with their purchase, until the point they achieve their goal.

Onboard the customer and hand-hold them through the process. Your main goal is to help them form a habit of using your product/service before the novelty wears off.


This phase begins when the customer achieves their original goal for making the purchase, feel satisfied, and are willing to extend the relationship.

Establish clear objectives and metrics at the start of the relationship, so you know if/when customers attain their goals. Then, celebrate their successes, and address any shortfalls.


In this phase, the customer “adopts” your brand and voluntarily deepens the relationship. They associate proudly with your company, and take the initiative to maintain the relationship, e.g. offering unsolicited feedback.

This is the chance for you to cement the long-term relationship—by making them feel like part of a special tribe. Find out how, in our full summary bundle of Never Lose Your Customer Again.


In this phase, the customer becomes a raving fan who fervently promotes and refers your brand, like an unpaid marketer.

It’s crucial to develop a successful referral program, make it easy and rewarding for top, satisfied customers to recommend you. When you have a large community of advocates sending qualified leads to you, you can decrease your marketing expenses, enjoy higher closing rates, and get even more business from your raving fans.

Getting Started

Evaluation and Brainstorming

In our full 18-page summary, we also break down the following:

• Questions to help you evaluate where you stand in each of the 8 steps currently, and brainstorm possible ways to start improving your customer experience.

• 4 steps to roll out an enhanced customer journey: Investigate → Observe → Personalize → Surprise.

Getting the Most from Never Lose a Customer Again

Ready to create a truly exceptional customer experience and transform every new customer into a geniune fan of your business?  To zoom in on the actionable ideas in this book–along with detailed insights, examples and actionable tips—do check out our full book summary bundle. This includes an infographic, 18-page text summary, and a 30-minute audio summary.
Never Lose a Customer Again summary - book summary bundle

The book is packed with a wide range of examples and case studies, ranging from toys to debt management, and skincare. For each of the 8 phases, Coleman also included detailed templates and samples of all 6 types of communication, along with assessment questions and suggested steps/tips. You can purchase the book here or visit

Want to learn more about building a loyal customer base and deliver an outstanding experience? Then check out our free Raving Fans summary and The Effortless Experience summary.

About the Author of Never Lose a Customer Again

Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days is written by Joey Coleman—a speaker and business consultant. He specializes in helping organizations to retain their best customers and turn them into raving fans. Coleman is the founder and Chief Experience Composer of Design Symphony, a customer experience branding firm.

Prior to that, Joey Coleman worked as a trial attorney for a law firm, in the White House Office of Counsel to the President during the Clinton Administration, and as Associate Director of Member Services at The Corporate Executive Board. He is a graduate of the University of Notre Dame and The George Washington University Law School.

Never Lose a Customer Again Quotes

“To never lose a customer again, you must meet your customers (whoever they are) where they are in their emotional journey.”

“If you get these First 100 Days of the relationship right, you can keep a customer for life.”

“It’s not all about the sale. Connect with the customer and meet them where they are.”

“All human beings want to be part of a tribe.”

“The impact of an experience has very little to do with the cost of the experience.”

“True advocates are not just a number—they are part of the tribe.”

“The ultimate customer is one who becomes an advocate for your business or brand.”

“If you’re willing to watch and listen, you can learn almost anything you want to know about your customers.”

“Remind yourself that you are selling something to people that will be used by people.”

Click here to download the full infographic & summary


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