Joey Coleman

When organizations like Whirlpool, NASA, Deloitte, the World Bank, and Zappos need to boost their customers’ experience, they call on Joey Coleman for assistance.

For over a decade, Joey has helped organizations retain their best customers and turn them into raving fans via his entertaining and actionable keynotes, workshops, and consulting projects. His First 100 Days® methodology helps fuel successful customer experience endeavors at companies and organizations around the world – including everything from small VC-funded startups, to large Fortune 500s, with hundreds of mid-size businesses in between. In his Wall Street Journal #2 best selling book, Never Lose a Customer Again, he shares strategies and tactics for turning one-time purchasers into lifelong customers.

Joey specializes in creating unique, attention-grabbing customer experiences. With a background in creating outreach materials, packaging, events, promotions, and brand identities, Joey works with businesses and individuals seeking to provide their clients with a memorable experience. Joey’s greatest talents included formulating creative strategies that build buzz and loyalty around products and services. His design and artwork has been displayed in museums, featured in juried shows, and graced publications in the U.S. and abroad. Joey has a long history of presenting to audiences to energize and motivate them to enhance their customers’ experiences.

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He is an award-winning speaker at national and international conferences (competing against NY Times Bestselling authors and internet sensations) and has taught courses at both the college and graduate school level. Recent appearances include presentations for Entrepreneurs’ Organization (EO) – in both forum and chapter-wide meetings, the Young Presidents’ Organization (YPO), Whirlpool, BASF, Google, Deloitte, Zappos, the Georgetown University School of Business, Stanford University, and Social Media Marketing World – not to mention hundreds of national, regional, and local audiences around the world. Before founding Design Symphony, Joey developed his narrative skills as a criminal defense trial attorney representing clients throughout the country from his law firm based in Iowa. Prior to practicing law he served as Associate Director of Member Services at The Corporate Executive Board (now a subsidiary of Gartner) working with senior vice-presidents of sales and chief information officers at companies like Phillips Electronics N.A., Blue Cross/Blue Shield of Florida, Tampa Electric Co. (TECO), and Michelin N.A. His communications and messaging skills were further honed when he served in the “Pending Issues” section of The White House Office of Counsel to the President during the Clinton Administration. He also formerly held positions with both the United States Secret Service and the Central Intelligence Agency. Joey’s sense of adventure is augmented by travels to 48 countries on six continents. He has jumped out of a perfectly functioning airplane, raced along the Great Wall of China,

juggled in front of the Taj Mahal, sang love songs on the Ponte Vecchio, goose-stepped with the soldiers in Red Square, and ridden a mountain bike down a volcano – although it remains a debate as to whether he rode the bike or the volcano rode him! Joey received a Bachelor of Arts in Government and International Relations from the University of Notre Dame (Dean’s List Honors) and a Juris Doctor from The George Washington University Law School (Dean’s Fellow). He has served on the Board of Directors for numerous privately-held companies and non-profits. For almost a decade he sang first tenor with the GRAMMY-nominated Washington Men’s Camerata. When not traveling the world for keynote presentations, client workshops, and quality beach time, Joey enjoys watching magnificent sunsets from his mountain-top home in Colorado with his wife and two young sons.

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My Book

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

Award-winning speaker and business consultant Joey Coleman teaches audiences and companies all over the world how to turn a one-time purchaser into a lifelong customer.

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.

While new customers experience joy, euphoria, and excitement, these feelings quickly shift to fear, doubt, and uncertainty as buyer’s remorse sets in. Across all industries, somewhere between 20%-70% of newly acquired customers will stop doing business with a company with the first 100 days of being a new customer because they feel neglected in the early stages of customer onboarding.

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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 a 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.

Coleman’s system is presented through research and case studies showing how best-in-class companies create remarkable customer experiences at each step in the customer lifecycle.

In the “Acclimate” stage, customers need you to hold their hand and over-explain how to use your product or service. They’re often too embarrassed to admit they’re confused. Take a cue from Canadian software company PolicyMedical and their challenge of getting non-technical users to undergo a complex installation and implementation process. They turned a series of project spreadsheets and installation manuals into a beautiful puzzle customers could assemble after completing each milestone.

In the “Adopt” stage, customers should be welcomed to the highest tier of tribal membership with both public and private recognitions. For instance, Sephora’s VIB Rogue member welcome gift provides a metallic membership card (private recognition) and a members-only shade of lipstick (for public display).

In the final stage, “Advocate,” loyal customers and raving fans are primed to provide powerful referrals. That’s how elite entrepreneurial event MastermindTalks continues to sell-out their conference year after year – with zero dollars spent on marketing. By surprising their loyal fans with amazing referral bonuses (an all-expenses paid safari?!) they guarantee their community will keep providing perfect referrals.

Drawing on nearly two decades of consulting and keynoting, Coleman provides strategies and systems to increase customer loyalty. Applicable to companies in any industry and of any size (whether measured in employee count, revenue, or total number of customers), implementing his methods regularly leads to an increase in profits of 25-100%.

Working with well-known clients like Hyatt Hotels, Zappos, and NASA, as well as mom-and-pop shops and solo entrepreneurs around the world, Coleman’s customer retention system has produced incredible results in dozens of industries.

His approach to creating remarkable customer experiences requires minimal financial investment and will be fun for owners, employees, and teams to implement. This book is required reading for business owners, CEOs, and managers – as well as sales and marketing teams, account managers, and customer service representatives looking for easy to implement action steps that result in lasting change, increased profits, and lifelong customer retention.

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