first impression

People will Pay for Customer Service - 10/8/19


Sometimes all you need to read is the first paragraph in an article. Here’s the title from Business Insider: Amazon charges sellers as much as $5,000 a month for customer service if they want a guarantee that they'll be able to talk to a real person. The first paragraph reads: Amazon Read more

New Ways to Celebrate National Customer Service Week - 10/1/19


The week of October 7 is National Customer Service Week. No, this wasn’t another holiday invented by Hallmark, so you have to go to work. Hopefully that’s the good news! This week is typically thought of as a time to rejuvenate relationships with customers, to refocus your efforts on treating Read more

The Error of “Everyone” - 9/24/19


A recent article in The Charlotte Observer got me thinking about a concept, a premise that is suggested all too often in society. First, the article: The story was about lawn care, and some of the people quoted in the article talked about what customers want today. They noted Read more

Between Texting and Thoreau - 9/17/19


The more people that enter the business world having grown up texting, the more the quality of business communications drops. A typical text between friends is rarely what anybody in business would call a professionally-written document. There’s nothing wrong with that, because texting is typically informal dialogue between friends. Read more

I want to be an Astronaut - 9/10/19


When I was young, if a child was asked what he wanted to be when he grew up, the answers were often a fireman, a Pro Football player, a teacher, somebody who got to drive a truck, or an astronaut. Maybe the question is still asked today, and, if Read more

Don’t Mistake Kindness - 9/3/19


I have a friend who does a lot of things for a lot of other people. He sometimes has a hard time saying “no,” and he really works hard to try to be kind to others. But occasionally some of those for whom he does good works will ask Read more

Do Anything, but Not Everything - 8/27/19


We work with a lot of educational organizations, but this Tip of the Week applies to virtually any kind of business that has repeat customers. To deliver great service, be willing to go above and beyond, do virtually anything for the customer. But in the world of colleges and Read more

Be Generous to a Fault - 8/20/19


People who think they’re generous to a fault usually think that’s their only fault – American Journalist Sydney Harris. This quote reminds me of someone who views themselves as a giver – someone who is so humble that he likes to humbly tell everyone of the gifts he’s given, good Read more

Don’t Assume because... - 8/13/19


You've probably heard this statement growing up. Your parents said, “Don’t assume, because it makes…you look bad.” Or something like that… Recently my laptop screen died, and since it was an older laptop, I decided to go ahead and buy a new one instead of paying to have the screen Read more

Patience Leads to Positivity - 8/6/19


Thank you for your patience. That’s a statement I enjoy saying…when I am the customer. When I’m trying to learn something and I’m about to go into a process, I want to have a feel for what the whole process involves. Over the years, I’ve gotten tired of feeling like Read more

Make a Great Second Impression – 8/27/13 TOW

Posted on in Customer Service Tip of the Week Please leave a comment

Richard Branson, Virgin Group Founder, has been in the press a lot this year because of the relatively high customer satisfaction his companies create with clients. In a recent interview, Branson stated “In business, creating a favorable impression at the first point of customer contact is an absolute imperative. But what isn’t widely understood is. . .the customer’s second impression of the brand can be even more important than his first. The second interaction a customer has with your business usually involves something that has gone wrong — they’re having trouble using the product or service. Handled correctly, this is a situation in which a company can create a very positive impression. Sadly, it’s where things often go terribly wrong.”

When Branson talks about “second impression,” he’s talking about how you handle things when something goes wrong. I was in a store this weekend picking up some lumber for a project, I went to the far end of the store of the “Lumber” section, and they said that the lumber I needed was in the Garden Center – the exact opposite end of the store. When I got to the Garden Center, I started loading up some of the beams I needed, but the quality was pretty poor. However, there was good quality on a rack just above the floor rack, but it was secured with ties.

So I went to a group of three employees working in the dirt/mulch area, and the first employee told me to talk to the manager nearby. I asked the manager to cut the ties so I could load some of the better looking lumber, and he said they had two pallets of the lumber that were outside in the Lumber section. I told him I came from there, and they told me to go to the Garden Center; I again asked if he could cut the ties. He said “well that’s where they’re supposed to be.” After pausing for several seconds to give him to the opportunity to say “Sure! I’d be happy to cut those ties for you! I’ll even help you load them!” Instead he said, “they’re outside the doors at Lumber.”

I again went to Lumber – on the other side of the store – only to have the employee tell me that they don’t keep any outside anymore. She showed me that none were available, and told me that “They should just cut the ties for you. If they don’t, let me know.”

After I returned to the Garden Center, the manager looked at me and – as I approached said – “How many do you need?” I replied “Thirteen more.”

He proceeded to walk toward the lumber without saying a word to me. When he got there, he said “Oh! It’s just those ties.” I guess he thought it was going to be more effort than just cutting three ties with a pocket knife.

I said “Thanks. I’ll go get my cart.” When I returned about 15 second later, he was gone.

My second impression of the experience? They’d rather the customer walk than they walk. They’d rather inconvenience the customer than to call a co-worker. They’d rather not smile. They’d rather not apologize when they got something wrong (this is a HUGE issue in many companies). They’d rather go back to moving mulch than helping a customer.

Instead of focusing purely on how to deliver a core service or answer a question about products/processes/policies, focus on how you’ll answer the question differently and deal with the customer differently when things have obviously gone wrong.

Make a great second impression.