“Minute One” – The Most Important 60 seconds of a Customer Experience For maximum success, focus on that first minute of customer interaction after they’ve signed up for your service.
After a new signup, I can imagine the sales team, the marketing team and your social media team enjoy congratulating each other on your success — one more fabulous new customer who is lucky to have found you and who will enjoy your product/service forever and a day. Well, good for you.
But back to reality — it’s really all about the customer’s point of view.
Your website or sales process impressed the customer enough to make a decision to go with you.
But that was five minutes ago.
Now begins the on-boarding process or depending on your company service or product, now begins the real relationship. The one that matters. The one your customer paid for with anticipation of the great benefits promised.
As your mother told you “You never get a second chance to make a first impression.”
Treat the first 60 seconds after you start a customer relationship to be the most important in the customer lifecycle. Or the experience cycle as I like to call it.
Why do so many companies mess this part up? I think many times it’s because they assume too much.
Look, it’s not unusual that over a period of time you and the customer will experience some ups and downs; you may disappoint each other, you may have a time where you struggle to maintain a relationship and keep the customer satisfied. But that is later and this is now.
So how is your customer’s ‘Minute One’ with you? — Is your on-boarding process smooth? Are instructions clear? — Is your support staff easy to reach by chat, phone or support ticket? Chat is great, customers like it and it’s easier to multi-task on your end and give customers links and info files on-the-spot
— Do your customers feel you are ‘present’, that you’re paying attention to the issues they have getting up and running?
— Does the new customer get a welcome email with clear instructions on what to do next? If there’s technical information involved, is it written at an eighth grade level so that even a novice user can understand?
— Is your web portal intuitive and have info tips to guide the user?
— Is your Help or FAQ menu tab easy to find and actually helpful?
Hint: don’t let your engineers write the final version of the welcome email, web portal tips or FAQ.
Only half-jokingly I’ve said “customers are the worst part of any business.” (Don’t go hatin’, you know you’ve had days you’ve felt the same!) But of course we all love customers, ♥️ our lifeblood.
Action item: Want to 10x your business?
Pay attention to all the “Minute One” touch points from your customers’ point of view. Use the checklist above, do a few customer surveys by phone or send a three-question survey. Be brutally honest with yourself and make any changes asap.
I’m your customer.
Make me fall in love with you.
You have 60 seconds.
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