First impressions last and this is certainly true of the customer experience. If you are able to create positive impressions from the start, your customer is primed for further positive experiences and will be positively biased. If their first impression and experience is initially negative, customers will generally anticipate more of the same in the future. You may be able to reverse a negative impression, but will this will depend on whether the customer will give you a second chance.

Everything your business does will either have a direct or indirect impact on the customer experience, whether it is the smell of your office, to the way your staff is dressed or how they greet the customer, to lighting and clutter around the office or on desks.

It is important to create unique, positive impressions from the start, and then to ensure the customer experience stays positive and consistent throughout. It starts from the first phone call or email response to that customer and the little things you do after. For example, a travel agent I know sends a postcard and chocolates to clients on their birthday. She remembers their wedding anniversary and sends them a bottle of wine and a card. It is the little things you do for your client that will keep them coming back to you.

So how can you build a memorable customer experience? Below are some ideas for you to consider.

• What do you want your customers’ expectations to be? 
• Research on what your competitors are doing or promising and do it better than them.
• Identify all the touch points and ensure that you have a process in place to ensure that you meet or exceed customer expectations in all of them. For example, a check-list, script or process to ensure consistency.
• Encourage your staff to maintain the same level of attention to creating and maintaining positive customer experiences.
  

Be the best you can be! By ensuring a positive experience for your customers will ensure you keep and draw new clients to you.