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Published Mar 7, 2018

13: Joey Coleman | How to Ensure Lifelong Loyalty

Customer experience expert Joey Coleman reveals how the pivotal first 100 days can cement lifelong loyalty, sharing strategies for combating buyer's remorse, and underscoring the power of personal connections and thoughtful gestures in creating lasting relationships.
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  • First 100 Days

    Joey Coleman emphasizes the critical nature of the first 100 days in establishing strong customer relationships. He argues that everyone, regardless of their role, has customers, whether internal or external, and that focusing on these initial interactions can significantly impact career and personal advancement 1. Joey explains that the first 100 days are crucial because research shows they determine the long-term success of the relationship 2.

    The foundation you lay early on in the relationship determines whether you're building on something solid and strong or shifting and shaky.

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    This period is pivotal for both business and personal relationships, as it sets the tone for future interactions 3.

       

    Customer Goals

    Understanding and achieving customer goals is central to fostering loyalty. Joey Coleman introduces the "Accomplish" phase, where businesses should focus on helping customers achieve their initial goals, which many overlook 4. He illustrates this with a Nordstrom example, where personalized follow-up can create a lasting impression 5.

    We have to ask our customers what they're trying to accomplish and then make sure we actually deliver it.

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    This approach not only enhances customer satisfaction but also encourages long-term loyalty and advocacy 6.

       

    Buyer's Remorse

    Joey Coleman discusses strategies to counteract buyer's remorse, a common phenomenon where initial excitement fades into doubt. He highlights the importance of the "Affirm" phase, where businesses should actively reassure customers post-purchase to prevent regret 7. The "Activate" phase is about energizing the relationship, akin to a memorable unboxing experience or a first date, setting a positive tone for future interactions 8.

    If you don't address that gap between the high emotional state of the seller and the low emotional state of the buyer, it's just going to keep getting bigger.

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    These phases are crucial for maintaining engagement and preventing relationship deterioration.

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