Coleman’s theory of building customer loyalty isn’t about focusing on marketing or closing the sale: It’s about the First 100 Days® after the sale and the interactions the customer experiences. That’s because, across all industries, somewhere between 20%-70% of newly acquired customers will stop doing business with a company with the first 100 days 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 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.
