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Customers for Life: How to Turn That One-Time Buyer Into a Lifetime Customer Paperback – November 19, 2002

by Carl Sewell (Author), Paul B. Brown (Author)
4.7 4.7 out of 5 stars 505 ratings
See all formats and editions
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In this completely revised and updated edition of the customer service classic, Carl Sewell enhances his time-tested advice with fresh ideas and new examples and explains how the groundbreaking “Ten Commandments of Customer Service” apply to today’s world.

Drawing on his incredible success in transforming his Dallas Cadillac dealership into the second largest in America, Carl Sewell revealed the secret of getting customers to return again and again in the original Customers for Life. A lively, down-to-earth narrative, it set the standard for customer service excellence and became a perennial bestseller. Building on that solid foundation, this expanded edition features five completely new chapters, as well as significant additions to the original material, based on the lessons Sewell has learned over the last ten years.

Sewell focuses on the expectations and demands of contemporary consumers and employees, showing that businesses can remain committed to quality service in the fast-paced new millennium by sticking to his time-proven approach: Figure out what customers want and make sure they get it. His “Ten Commandants” provide the essential guidelines, including:

• Underpromise, overdeliver: Never disappoint your customers by charging them more than they planned. Always beat your estimate or throw in an extra service free of charge.

• No complaints? Something’s wrong: If you never ask your customers what else they want, how are you going to give it to them?

• Measure everything: Telling your employees to do their best won’t work if you don’t know how they can improve.
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Previous page
  1. Print length
    240 pages
  2. Language
    English
  3. Publisher
    Crown Currency
  4. Publication date
    November 19, 2002
  5. Dimensions
    5.47 x 0.55 x 8.23 inches
  6. ISBN-10
    9780385504454
  7. ISBN-13
    978-0385504454
  8. See all details
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Editorial Reviews

From the Inside Flap

letely revised and updated edition of the customer service classic (more than 600,000 copies sold), Carl Sewell enhances his time-tested advice with fresh ideas and new examples and explains how the groundbreaking Ten Commandments of Customer Service apply to todays world.

Drawing on his incredible success in transforming his Dallas Cadillac dealership into the second largest in America, Carl Sewell revealed the secret of getting customers to return again and again in the original Customers for Life. A lively, down-to-earth narrative, it set the standard for customer service excellence and became a perennial bestseller. Building on that solid foundation, this expanded edition features five completely new chapters, as well as significant additions to the original material, based on the lessons Sewell has learned over the last ten years.

Sewell focuses on the expectations and demands of contemporary consumers and employees, showin

From the Back Cover

In this completely revised and updated edition of the customer service classic (more than 600,000 copies sold), Carl Sewell enhances his time-tested advice with fresh ideas and new examples and explains how the groundbreaking "Ten Commandments of Customer Service" apply to today's world.
Drawing on his incredible success in transforming his Dallas Cadillac dealership into the second largest in America, Carl Sewell revealed the secret of getting customers to return again and again in the original "Customers for Life. A lively, down-to-earth narrative, it set the standard for customer service excellence and became a perennial bestseller. Building on that solid foundation, this expanded edition features five completely new chapters, as well as significant additions to the original material, based on the lessons Sewell has learned over the last ten years.
Sewell focuses on the expectations and demands of contemporary consumers and employees, showing that businesses can remain committed to quality service in the fast-paced new millennium by sticking to his time-proven approach: Figure out what customers want and make sure they get it. His "Ten Commandants" provide the essential guidelines, including:
- Underpromise, overdeliver: Never disappoint your customers by charging them more than they planned. Always beat your
estimate or throw in an extra service free of charge
- No complaints? Something's wrong: If you never ask your customers what else they want, how are you going to give it to them?
- Measure everything: Telling your employees to do their best won't work if you don't know how they can improve
- Borrow, borrow, borrow: Sewell, for example, learnedabout hospitality from Japanese culture, cleanliness from Disney, and
politeness from his mother.

Product details

  • ASIN ‏ : ‎ 0385504454
  • Publisher ‏ : ‎ Crown Currency; Revised ed. edition (November 19, 2002)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 240 pages
  • ISBN-10 ‏ : ‎ 9780385504454
  • ISBN-13 ‏ : ‎ 978-0385504454
  • Item Weight ‏ : ‎ 6.8 ounces
  • Dimensions ‏ : ‎ 5.47 x 0.55 x 8.23 inches
  • Customer Reviews:
    4.7 4.7 out of 5 stars 505 ratings

About the authors

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  1. Cari Sewel

    Cari Sewel

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  2. Paul B. Brown

    Paul B. Brown

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    Paul B. Brown is a best-selling author who has written, co-written and "ghosted" numerous best-sellers including Customers for Life (with Carl Sewell) that has been translated into 19 differently languages and which continues to sell thousands of copies each month, some 23 years after its initial publication. (It has been updated twice.)

    A long-time contributor to The New York Times, Paul, is also a contributing editor to both The Conference Board Review (where he also writes a column) and M.I.T.'s Sloan Management Review.

    However, he spends most of his time writing books and has worked with internationally recognized senior executives, such as the president of AT&T and some of the nation's largest financial services firms. In all, the books he has written--both under his own name as well as those he has ghosted--have sold more nearly 3 million copies worldwide and have made every best-seller list you can think of.

    A former writer and editor for Business Week, Financial World, Forbes and Inc. Paul is a graduate of Rutgers College and Rutgers University Law School and is a member of both the New Jersey and Massachusetts bar, but he asked that you don't hold that against him.

    ###

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  3. Carl Sewell

    Carl Sewell

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Customer reviews

4.7 out of 5 stars
4.7 out of 5
505 global ratings

Top reviews from the United States

Gordon G. Marcum
5.0 out of 5 stars Outstanding
Reviewed in the United States on March 13, 2024
Verified Purchase
The book is a well written book on how to treat customers and keep them.
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H F E
5.0 out of 5 stars Gerat book on getting lifetime customers
Reviewed in the United States on February 28, 2024
Verified Purchase
I was had a class years ago in graduate school and this was one of the books. I just bought this copy to give to a friend that has a business, and he was impressed by what he learned from it.
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Mal James
5.0 out of 5 stars The most practical book on customer service I have read
Reviewed in the United States on July 12, 2013
Verified Purchase
In Australia companies think differently from American companies. This is a good thing in some respects eg banking ethics, however we don't get it as right as the good American companies do when it comes to customer service. This book by Carl Sewell and Paul Brown is the most practical guidebook I have ever read when it comes to thinking about customers. Lacking in verbose it is still deep in theory and that common sense theory is easy to put into practise for the reader with anecdotal evidence and the chapter summaries. I've read a lot of these books but this is one the best. Congratulations.
One person found this helpful
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Peter Landesman
5.0 out of 5 stars I first read this book around 1995 and just recently ...
Reviewed in the United States on August 11, 2017
Verified Purchase
I first read this book around 1995 and just recently re-read the book (2017). This is a MUST-READ book for anyone that is involved in acquiring and keeping customers or clients. There is a lot of plain-old common sense advice that cuts across all sorts of businesses -- especially those that involve providing a service. It's possible to finish reading the book in about 2 hours -- you won't be able to put it down.
2 people found this helpful
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Noble
5.0 out of 5 stars Treat others the way you want to be treated.
Reviewed in the United States on May 9, 2023
Verified Purchase
Best book on customer service I’ve ever read.
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Karlon
4.0 out of 5 stars Business sense
Reviewed in the United States on March 17, 2023
Verified Purchase
This book was a good read and anyone with a business should find it helpful. Seems pretty basic, treat people well. I felt the book was outdated, but still very good from a business perspective to read.
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Brian Seufert
5.0 out of 5 stars Anyone in the sales and service business, especially the car business... This is a "MUST" read!
Reviewed in the United States on July 22, 2013
Verified Purchase
I personally choose this 5-Star rating because it all the notes and plays ALL the right cords. It's BETTER to under promise and OVER-DELIVER is a message that I immediately took away from the outset. AND, yes... EVERY employee needs to be empowered and in a position to resolve customer complaints. It makes the customer feel cared about and attended to without all the drama and hassle generally associated with satisfying their concerns. The most important message that I took away is the one that says "Measure everything.) Actually, I do this now and have during my entire business career even when my superiors couldn't always understand why. Most saw it as a symptom of my obsessive compulsiveness. I saw it as my yardstick for making logical decision making (tweaking) in order to better improve. As has been said, "You cannot manage what you cannot measure." Carl and Paul validated this or me in words that anyone can certainly understand. - Want to improve your companies bottom line, customer satisfaction and overall ROI? - Then BUY this book!!!
2 people found this helpful
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pyrite
5.0 out of 5 stars This book can change your business.
Reviewed in the United States on January 1, 2016
Verified Purchase
This was required reading for one of my MBA classes years ago. I still recall many of the observations and recommendations concerning customer service that are applicable to any business situation. I bought this book as a gift for a young friend of mine who just started a job as a car salesman. I thought it was perfect for hims as this book was written by the third generation owner of one of the most successful car dealerships in the Fort Worth/Dallas area.
Sewell's philosophy is not to do whatever it takes to make a sale, rather, do what ever it takes to make a lifetime customer.
I highly recommend this book for anyone who owns their own business or deals with customers of any kind. (don't we all?)
This may be the best book you've ever bought.
One person found this helpful
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Top reviews from other countries

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Amazon Customer
5.0 out of 5 stars This is my favourite over the years
Reviewed in Canada on September 13, 2017
Verified Purchase
So clear, so right..... I have read piles of books on customer service. This is my favourite over the years. I have given many away as gifts!
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Olutola Cole
5.0 out of 5 stars Good
Reviewed in the United Kingdom on June 4, 2019
Verified Purchase
Great read
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Amazon Customer
5.0 out of 5 stars Five Stars
Reviewed in India on August 23, 2017
Verified Purchase
If u want successful business better read this 📖
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Lars Andersson
5.0 out of 5 stars Un livre pour la vie
Reviewed in France on November 27, 2014
Verified Purchase
Je ne suis pas un grand amateur de livres de management mais j'aime bien ce livre parce que c'est du vecu et par ce qu'il permet de s'elever au dessus des petits soucis quotidiens. C'est un livre très utile pour les personnes dans le retail automobile mais aussi pour beaucoup d'autres.
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コロン
5.0 out of 5 stars 顧客満足度はビジネスの基本中の基本
Reviewed in Japan on May 4, 2011
Verified Purchase
１９８１年に米国駐在時に購入した初版本は私の書庫の殿堂入り。その後、版を重ねたＳｗｅｌｌのＣｕｓｔｏｍｅｒ　Ｆｏｒ　Ｌｉｆｅはもう４０冊以上、Ａｍａｚｏｎで購入している。駐在事務所の販売員全員に購入した事もあります。我が社のモットーは”Ｃｕｓｔｏｍｅｒ　Ｆｏｒ　Ｌｉｆｅ”。。Ｉｆ　Ｗｅ　Ｄｏ　Ｎｏｔ　Ｔａｋｅ　Ｃａｒｅ　Ｏｆ　Ｃｕｓｔｏｍｅｒｓ，　Ｓｏｍｅｏｎｅ　Ｅｌｓｅ　Ｗｉｌｌ　Ｄｏ。。。顧客の目線で何をどうすべきか、この本で基本を見直して顧客戦略を立てる。私のビジネスのバイブルです。
2 people found this helpful
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