This episode was originally posted on June 9, 2025. We felt that it was appropriate to resurface after Joey's amazing contribution to the DogCo Business Summit!

Hi everyone! Michelle here. Today’s episode is a big one. I had the absolute honor of sitting down with Joey Coleman, renowned speaker and bestselling author of Never Lose a Customer Again and Never Lose an Employee Again. Joey is not only a master of customer experience—he’s also someone who fundamentally understands how to make people feel seen, valued, and loyal from Day One.

We talk through everything from why so many businesses drop the ball during onboarding, to how pet care brands can scale trust without sacrificing humanity. Whether you’re just starting out or deep in the weeds of growing your team and services, this episode is packed with takeaways that can literally change your business.

📚 Get Joey’s Books (Affiliate Links):
• Never Lose a Customer Again → https://amzn.to/3SQRYdT
• Never Lose an Employee Again → https://amzn.to/4jqVDtp

⏱️ Chapters:
00:00 Welcome and Intro to Joey Coleman
03:51 Joey’s background and mission
09:32 The cost of bad onboarding
13:10 Why most businesses lose clients early
18:27 Designing a first impression that lasts
24:03 Joey’s six stages of the customer journey
30:45 Turning casual buyers into lifelong fans
37:00 Building team culture that retains talent
43:19 Applying Joey’s principles to pet care
49:44 Joey’s advice on scaling experience with heart
55:02 What most businesses still get wrong
59:40 Behind the scenes of writing his books
1:03:55 Live Q&A with Joey Coleman
1:09:22 Closing thoughts and next steps

💥 Key Takeaways:
• The first 100 days of client or employee experience are the most influential
• Most businesses lose loyalty early due to lack of intentionality
• Great onboarding isn’t about automation, it’s about emotion
• It’s easier to fix broken internal systems than it is to repair broken relationships
• Customer experience is your brand
• Loyal clients and employees become your best marketers

Cheering you on - 

Michelle