Conversion Rates: New vs. Existing Customers

The Learning Leader Show With Ryan Hawk

Episode 251: Joey Coleman - How To Never Lose A Customer Again

Joey Coleman is the Chief Experience Composer at Design Symphony - a customer experience branding firm that specializes in creating unique, attention-grabbing customer experiences. His clients include individual entrepreneurs, start-ups, small businesses, non-profits, government entities, and Fortune 500 companies. For over a decade he's worked with clients that include NASA, Network for Good, Hyatt Hotels, Zappos, the Save Darfur Coalition, and the World Bank.

Joey is a recognized expert in customer experience design, an award-winning speaker at national and international conferences, and has taught business and creativity courses at both the college and graduate school level. Past appearances include presentations at the M.I.T. Sloan School of Management, Google, the Georgetown University School of Business, Stanford University, Zappos, YouTube. Joey's first book is titled Never Lose A Customer Again: Turn Any Sale Into Lifelong Loyalty In 100 Days.

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"The best way to say thank you to someone is to show love to the people they love."

Show Notes:

• The 3 things a great keynote speaker does:
  • Change how you think
  • Change how you feel
  • Change how you act
• The 60 second SPEED pitch from Joey (this is something Joey has never done before and it was incredible!)
  • He speed talks what happens following a purchase you make and how you can secure a customer for life
• The stages: Assess, Admit, Affirm, Activate, Acclimate, Accomplish, Adopt, Advocate
• The importance of your messaging within the first 100 days
• Research and science back -- From Harvard, Bain, Stanford
• "People who get promoted most and fastest are those who positively impact the business."
  • "People we like get promoted"
• Why write this book? -- Needed to work out all the kinks, document the 46 case studies and the people/companies who have implemented "the first 100 days" strategy
• Why do companies lose customers?
  • Selling to human beings - people are skeptical and get buyers remorse
  • Fear, uncertainty, and doubt
  • The new business sales people are not aligned with the account managers
  • More energy spent on getting new clients instead of taking care of the current ones
    • "For a marriage, it requires a lot of work, continually building, communicating, growing." A client should be treated in the same manner
• Why are the first 100 days so important?
  • Must be on-boarded properly
  • If your customer gets to day 101, they will be with you for at least 5 years
• The Garrett Gunderson experience
  • "When I showed up, he had a 6 pack of root beer for me and said, 'I wanted you to feel like you are home." -- A preview of what it would be like to be a customer of theirs
• The $35,000 golf ball -- Pebble Beach
  • Pay attention
  • Record small details that could help you later
  • "When you talk, I listen"
• Strategic appreciation -- How to say thank you. The use of gifts, presents, and pictures
• The best way to say thank you to Joey -- "Do amazing things for my wife and kids." -- Delta did this for Joey and he is a customer for life
  • As John Ruhlin would say, "The best way to say thank you to someone is to show love to the people they love."
  • Don't send gifts for the holidays when everyone else does. It's about timing
• "If you're going to host someone, welcome them at the door... Offer them a glass of water."

"A great speaker can: change how you think, change how you feel, and change how you act."

Social Media:

• Follow Joey on Twitter: @thejoeycoleman
• Read: Never Lose A Customer Again
• Connect with me on LinkedIn
• Join our Facebook Group: The Learning Leader Community
• To Follow Me on Twitter: @RyanHawk12