Good first impressions are critical to great customer service. Don’t let a bad last impression put you on the most critical list!
Real World Story: I was feeling great after teaching a customer service workshop for 80 healthcare workers at a large medical group in Southern California. As usual, the care and compassion of these professionals inspires me and gives me hope that great service in healthcare is not only possible, but happening.
During that warm spring day, I smiled as I walked from the classroom to my car some three blocks away. My 2.5-hour drive home was going to be GREAT–I 
kept telling myself. I approached the parking garage attendant with a positive attitude, not expecting anything memorable. BUT, I was sadly mistaken. I handed him my parking ticket along with my name badge. “You can’t park here, ” he said very brusquely. “Dr. ‘So and So’ told me to park here,” I replied. “Well, Dr. ‘So and So’ has no right to tell you where you can and cannot park,” he barked. “I’m not an employee. I’m a consultant who comes here once a month,” I explained. “You’re supposed to park at the church,” he commanded. “What church?” I asked. “The one down the block. Otherwise, you will have to pay.” Then, he just sat there and stared at me.
I asked for his name, which he blurted out. Then, he rattled off the phone number to the security office–like I had time to write that down! Exasperated, I finally retorted, “What am I supposed to do? I just want to get out of here!” He exited his booth and manually opened the gate while saying, “You’re not supposed to park in here. The next time, you’ll have to pay.”
“Boy, you’re something else,” I said in disgust. “Thank you!” he replied sarcastically.
I drove away from the garage, my body shaking in rage. I couldn’t believe I was being treated like this. It made me wonder how many other people have this incongruent experience: a good encounter when they walk into a business and then treated like rubbish when they exit the building.
The problem is that last impressions are lasting impressions–especially when they are BAD!
Strategies that Turn it Around!
- Evaluate ALL of your customer touch points–from the very first encounter to the very last. Since most customers remember the beginning and the end of an encounter with a company, start by examining first and last touch points first.
- Examine first encounter touch points: look at your website, listen in on your call center, spot check the entrance to your parking garage, evaluate your receptionist and how she interacts with customers when they come in, etc.
- Examine last encounter touch points: examine your reception area as customers see it when leaving your office, inspect restrooms, walk around your parking garage and see what you notice, and for goodness sakes don’t forget to check in on parking garage attendants from time to time!
- Interview customers to discover what their opinions are of all your touch points. Consider staffing appropriately to ensure a good FIRST and LAST impression.
Remember: You work hard to make great first impressions. Bad last impressions can be hard to overcome once made. Always make first and last impressions count!
What do YOU do to ensure customer leave with a GOOD last impression? Please share in the comments section below.