What is *Never Lose a Customer Again* by Joey Coleman about?

*Never Lose a Customer Again* outlines an eight-step methodology to transform customer interactions, focusing on retention through exceptional experiences during the critical first 100 days post-purchase. Joey Coleman emphasizes emotional engagement, proactive communication, and structured strategies to turn new customers into lifelong advocates, arguing that retention drives profitability more effectively than acquisition.

Who should read *Never Lose a Customer Again*?

Business leaders, marketers, and customer success teams across industries will benefit from this book. Startups, SMEs, and enterprise-level companies gain actionable frameworks to reduce churn, enhance loyalty, and differentiate through memorable customer journeys.

Is *Never Lose a Customer Again* worth reading?

Yes, it’s a practical guide with real-world examples from industries like finance, retail, and tech. Coleman provides templates, communication strategies, and phase-specific tactics, making it a hands-on resource for improving retention and reducing acquisition costs.

What is the First 100 Days® method in *Never Lose a Customer Again*?

This core concept identifies the first 100 days after a purchase as the pivotal window to solidify loyalty. Coleman breaks it into eight phases—from "Assimilation" to "Referral"—where businesses must deliver consistent, personalized experiences to prevent buyer’s remorse and foster advocacy.

What are the key customer experience phases in *Never Lose a Customer Again*?

The eight phases are: 1. **Assimilation** (onboarding) 2. **Adoption** (first use) 3. **Adaptation** (habit-building) 4. **Acclimation** (routine usage) 5. **Admiration** (emotional connection) 6. **Adoration** (brand loyalty) 7. **Advocacy** (referrals) 8. **Acceleration** (lifetime value growth)

How does *Never Lose a Customer Again* suggest preventing buyer’s remorse?

Proactive engagement via personalized notes, surprise gifts, and milestone celebrations reinforces purchase decisions. For example, sending a branded welcome kit post-purchase or a handwritten thank-you note after the first transaction.

Can *Never Lose a Customer Again* strategies apply to small businesses?

Absolutely. Coleman’s examples include solo entrepreneurs and local businesses, like a bakery using tailored follow-ups or a consultancy offering free post-purchase training sessions. The tactics scale to any budget.

Who is Joey Coleman, author of *Never Lose a Customer Again*?

Joey Coleman is a customer experience strategist and keynote speaker who has advised brands like NASA, Zappos, and Volkswagen. A former attorney and professor, he combines behavioral psychology with practical frameworks to help businesses retain customers.

Never Lose a Customer Again

Turn Any Sale into Lifelong Loyalty in 100 Days

Joey Coleman

4.18(1022 Reviews)

Overview of Never Lose a Customer Again

Discover why businesses lose 20-70% of customers in the first 100 days. Joey Coleman's game-changing framework - used by Sephora and Build-A-Bear - proves a 5% retention boost can increase profits by 100%. Master the emotional journey that transforms buyers into lifelong advocates.

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Chapter 1

The Customer Revolution: Keeping Them for Life

Have you ever wondered why businesses invest so heavily in acquiring new customers, only to watch them walk away within months? It's a question that haunts companies across industries, from tech giants to local shops. Joey Coleman's "Never Lose a Customer Again" tackles this paradox head-on, offering a revolutionary framework that's transformed businesses worldwide. The book has become required reading in boardrooms from Zappos to Hyatt, with business leaders like Dorie Clark calling it "bleeding edge" and "essential." What makes this work particularly powerful is its universal application-whether you're running a Fortune 500 company or a neighborhood dental practice, the principles remain equally effective. In an era where customer acquisition costs continue to skyrocket, Coleman's approach to retention isn't just smart business-it's survival.

Chapter 2

The Devastating Cost of Customer Exodus

Most businesses are hemorrhaging customers at an alarming rate. The statistics are sobering: 21% of cellphone customers break contracts within the first 100 days despite hefty penalties; 60-70% of car owners never return to an auto shop after their first visit; 46% of new Chuck E. Cheese's customers never return; and 20% of SaaS customers abandon ship before reaching 100 days. Why this mass exodus? The answer is deceptively simple: customers feel neglected after the sale. While businesses excel at courting prospects, they systematically ignore customers' emotional journey post-purchase. This neglect stems not from apathy but from structural blind spots-organizations are built to prioritize acquisition over retention. The financial impact is devastating. When you lose customers, you waste acquisition costs that will never be recovered, suffer decreased profits, and damage team morale. Frederick Reichheld, creator of the Net Promoter System, found that just a 5% improvement in customer retention can yield a 25-100% increase in profits. This multiplier effect occurs because retained customers increase profitability through lower carrying costs, and when sales and marketing costs drop to zero, that money flows directly to the bottom line. The math is clear: selling to existing customers has a 60-70% success rate versus just 5-20% with new prospects. A loyal customer's lifetime value can exceed ten times their first purchase, while acquisition costs run six to seven times higher than retention expenses. Most tellingly, customers are willing to pay more for superior experiences-seven in ten Americans would spend more with companies providing excellent service. Silicon Valley has already recognized this reality. Venture capitalists now attach significantly higher valuations to companies with low customer churn rates. Gainsight's analysis shows that two companies with different churn rates (5% vs. 20%) might have similar valuations initially, but after just five years, this difference creates a 280% gap in company valuation.

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Chapter 3

The Evolution of Customer Experience

Customer experience has evolved to become the ultimate business differentiator after previous eras where companies distinguished themselves through zero defects (1970s-80s), customization (1990s), price competition (2000s-2010s), and 24/7 accessibility (2000s-2010s). With these elements now standard across industries, exceptional customer experience remains the final frontier for differentiation. Many people confuse customer service with customer experience, but they're fundamentally different. Customer service is reactive-"the assistance and advice provided by a company to those people who buy or use its products or services." Customer experience is proactive-"how customers perceive their interactions with your company." While service responds when things go wrong, experience anticipates potential problems and structures interactions to prevent issues entirely. Despite widespread recognition of its importance, implementation remains elusive. Research by Bain & Company reveals a massive perception gap: 80% of companies believe they deliver "superior" customer service, but only 8% of customers agree. Most businesses lack systems to track customer emotions and experiences. Unlike product features or design elements, customer experience cannot be easily copied by competitors, making it the ultimate differentiator.

Chapter 4

The Critical First 100 Days

The First 100 Days represent a critical window for securing customer loyalty-short enough to maintain focus yet long enough to deliver value. During this period, every interaction contributes to the customer's perception, with early impressions carrying significant weight. Through years of consulting with businesses ranging from tiny Etsy sellers to airplane manufacturers, Coleman discovered that every company guides customers through the same eight phases, regardless of product, purchase method, or delivery timeline. These phases form a universal customer journey that begins the moment money changes hands or contracts are signed. The eight phases are: 1. Assess: When customers decide whether to do business with you 2. Admit: When customers acknowledge their problem and believe you can solve it 3. Affirm: When customers experience "buyer's remorse" and doubt their decision 4. Activate: The first major post-sale interaction when the relationship materializes 5. Acclimate: When customers learn about your way of doing business 6. Accomplish: When customers achieve their desired outcome 7. Adopt: When customers take ownership of the relationship 8. Advocate: When customers become raving fans and zealous promoters These phases appear in the same order regardless of customer type, industry, or offerings. Though all customers begin the journey, only those guided properly will progress to becoming advocates. Without proper guidance, customers may get stuck, revert backward, or abandon the journey entirely.

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Chapter 5

Creating Remarkable Experiences Through Six Communication Tools

There are six key communication mediums that create a comprehensive customer experience: in-person, email, mail, phone, video, and presents. Each creates different emotional impacts depending on the customer phase and application. In-person interactions are the most effective way to build rapport with customers. Face-to-face communication demonstrates commitment, eliminates misunderstandings, and allows both parties to read body language. This oldest form of human communication creates trust and shows customers their importance to your business. Email has become the primary business communication medium due to its low cost and trackability. While businesses can monitor when emails are read and how often, email overwhelm is increasingly common. To be effective, emails must feel personalized and purposeful rather than generic. Physical mail has become more valuable as digital communication proliferates. With less competition in physical mailboxes than electronic inboxes, direct mail cuts through noise effectively. The emotional impact of receiving a handwritten note versus a form email creates meaningful differentiation. Phone communication provides immediate, personal connection with customers who keep their devices within arm's reach 91% of the time. Whether through calls or texts, phone communication guarantees quick reach-text messages receive responses in about 90 seconds compared to email's 90-minute average response time. Despite modern phones containing powerful video capabilities, most businesses haven't leveraged video for customer communication. Research shows informal, handheld videos often perform better than polished ones. As video consumption grows, personalized video messages present an overlooked opportunity to connect with customers. Giving presents to customers is frequently overlooked despite its power to trigger positive emotions. The best gifts are meaningful and personalized, showing care proportionate to the relationship. True presents benefit the customer, not the company-promotional items with logos or discount coupons are marketing tools, not genuine gifts.

Chapter 6

Phase 1: Assess - Setting the Stage for Success

In the Assess phase, prospects evaluate whether to purchase your offerings by researching your website, testimonials, reviews, and marketing materials. This period varies from seconds for impulse buys to months for major purchases. Most organizations create a functional disconnect between sales and customer experience by separating responsibilities. Salespeople are incentivized to acquire new accounts rather than retain them, so they rarely care about smooth handoffs. Prospects believe their information will transfer seamlessly to account managers after purchase, but this rarely happens. To avoid post-sale disappointment, salespeople should "preframe" the customer experience by explaining and demonstrating what interactions will look and feel like after purchase. By showing attention to detail during the sales process, you signal that this level of focus will continue after the sale is complete. At a Wealth Factory seminar, founder Garrett Gunderson surprised Coleman with root beer at 9 a.m., having researched his beverage preferences. This simple gesture demonstrated their commitment to personalization and attention to detail before he was even a client. The appreciation wasn't just about receiving a preferred drink, but knowing they'd done their homework to discover something personal about him. Creating personal connections doesn't require customizing every interaction. Mike Dooley's "Notes from the Universe" demonstrates how simple information collection during the Assess phase can enable personalization at scale. By collecting basic information (name, email, location) and personal goals when people sign up, the service creates personalized, encouraging messages that make recipients feel special.

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Chapter 7

Phase 2: Admit - Celebrating the Decision

The Admit phase begins when customers acknowledge they have a problem or need and believe your company can solve it. This critical moment marks their transition from prospect to customer as they sign contracts or click "buy." While businesses often celebrate internally with high-fives and sales leaderboard updates, they frequently miss the opportunity to join customers in their emotional state of excitement and euphoria. Build-A-Bear exemplifies how to create meaningful customer experiences at the moment of purchase. When children create personalized stuffed animals, selecting everything from fur texture to outfit, the process culminates in a store-wide announcement of the "birth" and "adoption" of their new toy, complete with a personalized birth certificate. This co-creation establishes immediate buy-in, while the physical memento and public celebration extend the child's euphoria beyond the purchase moment. Beyond leveraging the emotional high of a product purchase, companies can design ancillary experiences that create emotional connection with new customers. Tony Robbins' Mastery University brilliantly uses this approach by offering attendees who sign up for the $15,000 program a photo opportunity with Tony himself. This creates a memento that marks the milestone, reinforces the wisdom of their purchase decision, and generates FOMO among undecided attendees. When companies make new customers feel like they're joining an exclusive community, they build affinity early in the relationship. This approach taps into our fundamental desire to belong to a tribe. All humans seek group membership throughout life-from childhood playgrounds to adult organizations. Shared experiences create strong bonds between newcomers and veterans, as demonstrated by initiation rituals in fraternities and military units.

Chapter 8

Phase 3: Affirm - Countering Buyer's Remorse

After the emotional high of the Admit phase, customers enter the Affirm phase where they may experience "buyer's remorse"-feelings of fear, doubt, and uncertainty about their decision. As dopamine levels recede, cognitive dissonance sets in where inconsistent thoughts create psychological discomfort. Customers question themselves: Did I make the right choice? Will this really work? What if it fails? Was I manipulated? Unfortunately, most businesses fail to acknowledge this emotional shift, creating what Coleman calls a "tumbleweed zone" of silence when customers need reassurance most. The most effective counter to buyer's remorse is offering immediate ways for customers to reaffirm their decision through positive, high-energy communications that provide evidence of your ability to deliver on promises. Total Debt Freedom excels at creating smooth handoffs between sales and account management through personalized video introductions. Immediately after a successful sales call, the sales representative records a video with the account manager who will handle the customer's case, personally introducing them and reinforcing the customer's goals. This approach counters the jarring experience most customers face when suddenly handed off to someone new after purchase. Derek Sivers transformed CD Baby's standard order confirmation email into a legendary customer experience. His original email was functional but uninspiring: "Your order has shipped today. Please let us know if it doesn't arrive. Thank you for your business." Recognizing this didn't align with his mission to make customers smile, Sivers spent twenty minutes crafting a whimsical narrative about employees with sterilized gloves placing CDs on satin pillows, Japanese packing specialists lighting candles, and the entire town of Portland waving goodbye to packages on the "private CD Baby jet." This humorous approach brilliantly countered buyer's remorse by making customers laugh when they might otherwise feel doubt. Money-back guarantees effectively eliminate two major elements of postdecision cognitive dissonance: fear of money loss and fear of ongoing commitment. Leading brands increasingly offer generous return policies to build trust and reduce buyer's remorse. Casper mattresses provides a 100-night trial with full refund and donates returned mattresses to homeless shelters. Zappos allows returns within 365 days with free shipping. Reminding customers about these policies during the Affirm phase helps soothe any lingering doubts.

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Chapter 9

Phase 4: Activate - Energizing the Relationship

The Activate phase begins with the first major post-sale interaction with the product or service. This crucial moment requires the business to energize the relationship with an official "kickoff" and begin delivering on promises made during the sales process. Apple revolutionized customer experience by shipping iPods fully charged, allowing immediate gratification. As Tony Fadell explained, before this innovation, electronic devices required hours of charging before use. Apple recognized this barrier to joy and insisted on running factory tests for over two hours-longer than necessary-to ensure batteries were fully charged upon delivery. This seemingly small detail created a superior first experience that became industry standard. 23andMe overcomes the scientific intimidation factor of DNA testing by designing an unintimidating, foolproof first customer interaction. Their in-home testing kit features personalized packaging with simple, clear instructions and playful, colorful design elements that make the sample collection process accessible to anyone. The company thoughtfully collects enough saliva to run a second analysis if needed, eliminating the frustration of requesting additional samples. Financial planning firm Cornerstone Retirement welcomes new clients with a "shock and awe kit"-a magnetic box containing personalized letters, BBB reports, step-by-step guides for upcoming appointments, annual reports, investment philosophy materials, and a personalized DVD message. This comprehensive welcome package, tailored to their 55+ demographic, combines substance with personalization to energize new customers while demonstrating Cornerstone's commitment to having informed, knowledgeable clients.

Chapter 10

Phase 5: Acclimate - Guiding Customers Through Your Process

In the Acclimate phase, customers learn how your organization does business and need to become familiar with your processes. While businesses have delivered their products or services countless times and assume everyone understands their process, new customers need more hand-holding than you might expect. The secret to success in the Acclimate phase is guiding customers through each step of your process, explaining what's happening now and what comes next. Domino's exemplifies this with their pizza tracking app that shows customers exactly where their order is in real-time. Despite the saying "No one wants to see how the sausage is made," research from Harvard and Stanford proves the opposite-customers want transparency. When they can see you working for them, it reduces uncertainty, allows better planning, and significantly increases satisfaction with the final outcome. PolicyMedical, a hospital records management software company, tackled implementation challenges by enhancing their customer experience during this phase. After reviewing their complex process, they identified nineteen essential steps across all projects and transformed them into a visual puzzle system. This puzzle gets sent to customers before kickoff calls, allowing them to track progress visually as they complete each step. When implementation finishes, customers place the final congratulatory piece in the frame, creating a memento of their achievement. San Francisco CrossFit developed a systematic onboarding process that transformed intimidated newcomers into lifelong members. Every prospect receives a fifteen-minute "No Sweat" introductory tour, followed by three personal "Intro to CrossFit" training sessions with a carefully matched coach. After "graduating," customers join regular classes with a 73% immediate signup rate. The gym fosters community through class introductions, a distinctive CrossFit language, and regular social events. This approach has created remarkable retention rates-8% of members have belonged for over five years and 60% for more than three years, far exceeding industry averages.

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Chapter 11

Phase 6: Accomplish - Celebrating Customer Success

The Accomplish phase occurs when customers achieve the result they were seeking when they first decided to do business with you. Unfortunately, many customers never reach this phase, and even fewer companies pay attention to this important milestone. Surprisingly few businesses track whether customers achieve their desired results. Because it often takes time to accomplish goals, many customers forget why they initially purchased a product or service. Without tracking goals, neither the business nor customer knows when to celebrate achievements. The Accomplish phase connects directly to the company's purpose and the promises made during marketing and sales. Ongoing Operations (OGO) manages disaster recovery by providing temporary offsite office spaces and server backups to credit unions and companies needing emergency facilities. When the project is completed and the business is ready for disaster recovery (usually after 60 days), OGO celebrates by sending a custom cake and balloons to the customer's implementation team with a playful message: "You just finished this great big implementation project. While it wasn't a piece of cake, have a piece of cake on us!" After hearing Coleman speak at MastermindTalks, Jon Goodman redesigned his Online Trainer Academy (OTA) customer experience. As the first certification program for online trainers, OTA combined digital training with physical elements. The magic happens when students accomplish their certification goal-Jon sends digital badges for websites and social media, followed by a physical, frameable diploma with the OTA seal. This approach energizes both customers and employees, who can physically see people enjoying their products. Audible.com demonstrates brilliantly timed acknowledgment with their automated follow-up after Coleman finished listening to "Go the F**k to Sleep," a humorous audiobook narrated by Samuel L. Jackson. What fascinated him was Audible's perfectly timed email that arrived only after their app confirmed he'd completed the audiobook. Rather than sending a text-heavy message, they used a visually engaging format with tailored recommendations based on his listening experience.

Chapter 12

Phase 7: Adopt - Creating Customers for Life

In the Adopt phase, customers develop a deeper connection with the business, proudly showing support and affinity for the brand. After accomplishing their original goals, they decide to establish a long-term relationship, mentally and emotionally committing to continuing the business relationship even when another purchase isn't immediately planned. In this phase, the responsibility for maintaining the relationship shifts from company to customer. Having accomplished their original goals, customers "adopt" the brand through formal declarations or subconscious decisions that demonstrate ongoing commitment. Like adopting a child, customers take deeper responsibility for the relationship, proactively communicating with the company and remaining loyal for the foreseeable future. Apple exemplifies how to facilitate visible brand adoption. When Apple introduced white earbuds with the first iPod in 2001, they created a revolutionary visual marker of brand loyalty visible from thirty feet away. These distinctive earbuds immediately identified users as Apple customers and likely brand enthusiasts. Apple continued this tradition with AirPods in 2016, creating another eye-catching, trend-setting symbol that allowed customers to publicly display their brand affiliation. Harley-Davidson has achieved the ultimate expression of brand adoption-customers who permanently tattoo the company logo on their bodies. This extreme loyalty stems from customers viewing the logo not just as a corporate symbol but as their tribal affiliation representing a lifestyle. Harley gives professionals like accountants, dentists, and lawyers a way to embody an outlaw or rebel identity, even if temporarily. Lady Gaga exemplifies masterful customer loyalty cultivation, focusing intensely on her "one percenters"-superfans who drive word of mouth. She creates community by connecting fans to each other and giving them a tribal name-"Little Monsters"-allowing them to self-identify as part of her community. By focusing extra attention on loyal adopters, businesses increase personal commitment while growing word-of-mouth promotion.

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Chapter 13

Phase 8: Advocate - Turning Customers Into Marketers

In the Advocate phase, customers become raving fans and referral engines, acting as built-in marketing representatives who enthusiastically promote your product or service to potential customers. By the Advocate phase, customers have enjoyed extensive personal contact with the company and feel confident associating their name with the brand. This advocacy creates word-of-mouth referrals-the best marketing available. Most businesses fail to reach this stage because they ask for referrals too soon, like requesting referrals immediately after purchase. This premature request sends the message that the company cares more about acquiring new customers than serving current ones. 4Knines, a high-end dog seat cover company, excels at generating customer reviews during the Advocate phase. Their strategy is simple yet effective: they wait until customers have accomplished their goal (protecting car upholstery), then send a well-crafted email request for reviews about 30 days after purchase. This approach generates a remarkable 24% review rate compared to the industry average of 8%. Their email is friendly ("Can we ask a favor?"), respectful of time ("about 3 minutes"), reinforces their brand story (small family-owned business), and is signed by the founders and their dogs. Dropbox brilliantly leveraged customer advocacy to fuel explosive growth. After giving users 2GB of free storage, they presented those who reached their limit with two options: pay for more space or get 500MB of bonus storage for each friend who joined. This referral program perfectly aligned with customer expectations-they had already experienced the service's value before being asked to advocate. This approach helped Dropbox grow from 75,000 waitlist signups to 10 million users in just over a year. MastermindTalks, an exclusive entrepreneurial gathering limited to just 150 attendees, brilliantly leverages word-of-mouth marketing through their "golden ticket" referral system. Despite having thousands on their waiting list, they allow current attendees to refer only one person who gets priority consideration. This scarcity creates urgency and ensures quality referrals. By publicly celebrating these rewards, MastermindTalks transformed their marketing: they now rely exclusively on nominations from former attendees, generating 378 nominations for just 75 spots with an 81% conversion rate on invitations.

Chapter 14

Implementing the Customer Experience Revolution

To implement this framework, Coleman provides a four-step process: Investigate, Observe, Personalize, and Surprise. The first step is learning everything possible about your customers. Instead of the typical business approach of saying "look at me," become interested in others. Personal and emotional data points create the strongest connections with customers. Starting with something as simple as using a customer's name-which Dale Carnegie called "magic"-can activate unique areas in the brain. Observing customers in their natural habitat creates unique opportunities to build connection and rapport. During a trip to Toronto, Coleman experienced remarkable customer service at the Omni King Edward Hotel when the bellman greeted him by name despite his delayed arrival. When asked how he knew his name, the bellman simply explained he'd read his luggage tag: "It's really pretty simple. I've found that people really like it when I call them by their name." Using your investigation and observation findings, you can then personalize interactions with customers. Any piece of information about a customer offers potential for meaningful connection-whether it's discovering you attended the same university, were born in the same town, or share similar hobbies. The final step is surprising your customers in meaningful ways. Traditional corporate gifts like fruit baskets or gift cards feel impersonal and commoditized. Strategic appreciation expert John Ruhlin demonstrates better approaches, like the personalized chef's knife he sent to Coleman's family (engraved with their names, not his company's). Even Comcast, notorious for poor customer experience, has transformed its approach through this framework. They appointed a technology person rather than a customer service person to lead their initiative, believing tech people solve problems proactively while service people tend to be reactive. They narrowed appointment windows from four hours to two and implemented automatic $20 credits when technicians arrived even one minute late. This improved on-time arrivals to 97%. They created specialized onboarding call centers handling all customer issues in the first 90 days without transfers, reducing call volume by 27%. The global economy consists of businesses run by people serving other people. When customer experience becomes an organization's focus, customers become happier, which leads to happier employees. Workers who feel connected to meaningful work experience boosted morale and engagement. These positive emotions naturally transfer to customer interactions, creating a cycle of happiness as remarkable experiences build upon one another. This virtuous cycle ultimately contributes to creating a happier world-and a more profitable business.

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Key Themes in Never Lose a Customer Again

customer retention strategy
post-purchase experience
reducing customer churn
buyer's remorse mitigation
customer journey mapping

Quotes from Never Lose a Customer Again

Retention isn't just smart business-it's survival.
Customers feel neglected after the sale.
Organizations are built to prioritize acquisition over retention.
Customer experience remains the final frontier for differentiation.
The best gifts are meaningful and personalized.

Characters in Never Lose a Customer Again

Joey ColemanAuthor and customer retention expert
Frederick ReichheldCreator of the Net Promoter System
Dorie ClarkBusiness leader and author

About the Author

Joey Coleman is the Wall Street Journal bestselling author of Never Lose a Customer Again and a leading authority on customer retention and experience design. A keynote speaker and customer experience strategist, Coleman combines his background as a criminal defense attorney and White House legal advisor with innovative frameworks like his signature "First 100 Days®" methodology. His book—a cornerstone in business strategy literature—provides actionable techniques for transforming transactional buyers into lifelong advocates, drawing on two decades of work with Fortune 500 clients including NASA, Deloitte, and Zappos.

As founder of Design Symphony, Coleman advises global organizations on employee engagement and customer loyalty, with clients reporting 25-100% profit growth after implementing his systems. He extends his expertise through lectures at institutions like Stanford University and the World Bank, alongside hosting workshops across 48 countries. Recognized for merging legal precision with creative problem-solving, his insights bridge operational logistics and human-centered design.

Never Lose a Customer Again has become essential reading for customer success teams worldwide, solidifying Coleman’s reputation as the definitive voice in retention science. His strategies are taught in MBA programs and deployed by industry leaders to build enduring customer relationships.

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"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

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Chapter 14

Never Lose a Customer Again

OverviewOverview of Never Lose a Customer Again

One book. Many ways to hear it.

The Customer Revolution: Keeping Them for Life

The Devastating Cost of Customer Exodus

See every word as you hear it

The Evolution of Customer Experience

The Critical First 100 Days

Get more out of Never Lose a Customer Again

Creating Remarkable Experiences Through Six Communication Tools

Phase 1: Assess - Setting the Stage for Success

See every word as you hear it

Phase 2: Admit - Celebrating the Decision

Phase 3: Affirm - Countering Buyer's Remorse

Get more out of Never Lose a Customer Again

Phase 4: Activate - Energizing the Relationship

Phase 5: Acclimate - Guiding Customers Through Your Process

See every word as you hear it

Phase 6: Accomplish - Celebrating Customer Success

Phase 7: Adopt - Creating Customers for Life

Get more out of Never Lose a Customer Again

Phase 8: Advocate - Turning Customers Into Marketers

Implementing the Customer Experience Revolution

You made it to the end of Never Lose a Customer Again

Key Themes in Never Lose a Customer Again

Quotes from Never Lose a Customer Again

Characters in Never Lose a Customer Again

About the Author

Download Summary of Never Lose a Customer Again

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Part of a Learning Plan

Become the World's Best Marketer

Discover more

1,000,000+ curious minds.

1,000,000+ curious minds.

One book. Many ways to hear it.

The Customer Revolution: Keeping Them for Life

The Devastating Cost of Customer Exodus

See every word as you hear it

The Evolution of Customer Experience

The Critical First 100 Days

Get more out of Never Lose a Customer Again

Creating Remarkable Experiences Through Six Communication Tools

Phase 1: Assess - Setting the Stage for Success

See every word as you hear it

Phase 2: Admit - Celebrating the Decision

Phase 3: Affirm - Countering Buyer's Remorse

Get more out of Never Lose a Customer Again

Phase 4: Activate - Energizing the Relationship

Phase 5: Acclimate - Guiding Customers Through Your Process

See every word as you hear it

Phase 6: Accomplish - Celebrating Customer Success

Phase 7: Adopt - Creating Customers for Life

Get more out of Never Lose a Customer Again

Phase 8: Advocate - Turning Customers Into Marketers

Implementing the Customer Experience Revolution

You made it to the end of Never Lose a Customer Again

Users also liked

Part of a Learning Plan

Become the World's Best Marketer

Discover more

Overview of Never Lose a Customer Again