As you think about the customer experience, which impression has the most effect: the first one or the last one? Which one is the lasting impression?

Let’s think for a moment about the customer experience life cycle, particularly when the customer first becomes aware of your brand or products. Did he hear a good story or a bad story? Which would you prefer he hears at this point?

Consider when the customer walks into your store, goes to your website, or calls you by phone. Was that a pleasant experience? Was she greeted with a warm, friendly smile and hello? Was the entrance clean and uncluttered? Was the website intuitive?

Those are all first impressions. What is the first thing you want your customers to know or see about your brand? I can guarantee you that it’s something positive. If it isn’t, then the chance that they’ll pursue the purchase or a relationship is slim to none. No. Lets just call it as it is: The chance is none.

 …