Creating a Lasting Last Impression

One mistake some companies make is focusing too much on the customer's first impression and not the last.  Both are important for different reasons but it's that last impression that stays with the customer the longest. 

Here's a great example of a lasting last impression.  Last week I had a wonderful stay at the Denver Marriott City Center. After checking out I was waiting out front for the shuttle to the airport when the bellman engaged me about my stay and offered to hail a cab.  I thanked him for his offer but said I was waiting for my shuttle. 

He told me that would be about another five minutes until the shuttle arrived and then asked if I would like a bottle of water or a newspaper.  Even though I declined the offer, I was impressed.  THIS is how you create loyal advocates - by doing even more for your happy customers. 

We know that the way the customer is presented with their purchase is an important last impression.  A heartfelt thank-you is extremely lasting, and so is inviting them back as they exit the store. Or maybe you could offer them a chocolate or a bottle of water.

Here's a quick exercise for you and/or your managers. Take a walk from your counter to outside the front door, and look for what messages you are or are not telling your customer.

So let me ask, what else can you do to give a great last impression?