First impressions are important, certainly - I would never argue against trying to put forward a good face to your clients who are 'seeing' you for the first time.

However, it is the LAST impression that can count more than you might imagine - more than the whole experience, the friendly introductions, the pleasant services. You could say it is even trickier to get right than the first impression, because your new customers are ready to have a good experience when they first meet you. After their appointment, they are feeling more in touch with what your business is about, and their expectations are higher for continuing great service.

When your client walks up to the cashier to pay and there is awkwardness about the tip, or the front desk is cluttered with business cards for totally unrelated establishments, or even something as simple as the receptionist jumping right back into their spreadsheet (or Solitaire!) the moment the transaction is completed - before the client turns around to walk out the door - they will be left with a less-than-ideal Last Impression.

Read Seth Godin's comments on this situation and the importance of keeping the final minutes as pleasant as the first: The Last Interaction.

Posted in Creating Customers, Spa Business Management • Share • Trackback

Leave a Reply