Everything written about first impressions in regards to customer service starts by quoting the cliche "You never have a second chance to make a first impression." A trip to any facility has numerous first impressions and they all set the stage for the interactions which will determine various categorical perceptions. The rest of the story is last impressions, the cliche here is they last. The golf experience should be discussed in terms of first impressions, interactions during the visit and lasting impressions. At staff meetings, for example, it is much easier to focus if you break down a phrase like golf experience into components. "Anticipate", "Empathy" and "Language" are the subjects of preceding entries in this series which refine the middle ground between these first and last impressions discussed here..
|Magnolia Lane - Augusta National|
A day of golf involves many first impressions. The drive into the facility can be diverse as the splendor of Magnolia Lane to the remote feel that comes with the turn into Sand Hills.
Kevin Stirtz, author of "More Loyal Customers" has many memorable quotes, but two are particularly appropriate here as are his take on the seven seconds that are the first impression:
"When the customer is satisfied and everyone is happy, the job is not finished. Give them a reason to come back."
"A new customer will develop an impression about your employee (and your business) in their first seven seconds with your staff. In that slice of time, they will judge your employee in eleven different ways all of which affect how likely they will be to do business with you. The eleven ways we are judged are :
room. The "Philadelphia Story" which is part of the previous entry about "Anticipation" is a good read at this point.
We all have stories about bartenders that remember your drink of choice and more infrequently there are locker room attendants that offer to take your outfit to the dry cleaners and hang it back in your locker. These are the stories that need to be part of the culture at your facility's staff meetings. It should also be planned that there is always someone strategically placed to bid the fond farewell, unscripted, and with a true feeling of appreciation.The lasting impression needs to have the customer thinking: "I'm glad I'm a member"; "I should be a member" or at the very least "I want to play here again."