My grandmother used to have a saying. Well, she had many sayings, as many grandmothers do. But I think her most memorable was ‘start as you mean to continue’. In other words, put your best foot forward, start strong and confident and create a memorable first impression.
All these years later, I’ve realised that it has a powerful application to the customer experience.
Working on programs recently with a range of retail clients, from pharmacy to liquor to hair and beauty, I’ve given a lot of thought to the importance of first impressions in any customer experience. And the fact is, it’s critical.
Research from Harvard Business Review suggests that on average, a consumer will form an impression of a retail interaction within 7 seconds.
So how do you create an EPIC first impression with your customers, regardless of whether you’re a retail, service or even online brand? Here are some thoughts.
E – ENTHUSIASM AND EXPERTISE
Energy is infectious. If a consumer’s very first interaction with a business is to have the phone answered or their query responded to by someone who’s shy, quiet and even disinterested, it doesn’t really make for an enthusiastic customer excited to part with their money!
We all want to deal with someone who’s upbeat, fun and even funny. Make me feel good and make my day better with some enthusiastic banter … take my money!
That said, I also want to be dealing with someone who knows what they’re talking about. Demonstrate your expertise early in the game by asking the right questions and offering thoughtful opinions and information and you’re building trust early in the game.
P – PERSONALISATION AND POSITIVITY
I’m amazed at how many retail interactions I have where the person serving me knows my name – it could be a label printed on my parcel at the post office, or attached to my phone number on the loyalty program they’ve been so diligent to look up — and they just don’t use it throughout the interaction.
Using someone’s name is one of the easiest, most powerful ways to build familiarity, trust and personalise the perceived service level. It immediately takes the customer experience from a transaction to a relationship.
Compliments are another simple way to connect with customers in a personal way. Notice something about your customers, compliment them, make them feel good and watch what happens!
A positive first response can also set the tone for the customer experience. Responding to a customer’s initial request or question with a positive word or sentence such as ‘absolutely’ or ‘of course’ or ‘I’d love to assist you with that’ will make anyone feel at ease and confidence in your ability to guide them through the purchase with confidence.
I – INTEREST AND INSIGHT
Creating a great first impression is also about demonstrating that you’re genuinely attentive and interested and focused on the needs, questions or enquiry of your customers.
As humans we can only ever be interesting or interested. Being interested and demonstrating insight is about being truly engaged with your customer in those initial 10 seconds and giving them your full attention. And, where possible, adding your own personal insight in your initial response. It could be a reference to your own personal experience, your knowledge of a particular product or product category or just a simple gesture of empathy.
C – CURIOSITY AND CONFIDENCE
And finally, curiosity and confidence. This means being genuinely curious about the needs of your customers by asking thoughtful and helpful questions and having the confidence to demonstrate your expertise and make recommendations. These two characteristics take leadership and certainty in your ability but the combination of the two will help build massive amounts of trust quickly with your customers.
