Chapter 1

Are you turning customers off?

You know what they say... You never get a second chance to make a first impression. First impressions last and set the stage for how your brand is perceived by consumers — and if you blow it right from the start, you might never get a chance to make things right.
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More than 3 in 4 consumers say one bad experience (just one!) can end their relationship with a brand.

20%

of consumers want the company to be easy to work with

11%

say the company should offer useful additional information

13%

expect a quick start or delivery

10%

expect fast answers to their questions

Effective communication is a key component of a positive customer experience.

That’s why you can’t afford to have a disappointing first interaction.

How do you make a strong first impression?

For more than 54% of the consumers we surveyed, convenience is what makes the biggest impact.

30%

say the company’s reputation is their main focus

11%

say they want the company’s app or website to feel secure

Trust also appears to be a key factor in making a positive first impression:

The risks of creating a bad first impression

What could be a dealbreaker during first interactions?

When we asked consumers which situations would discourage them from buying from a company, over 26% said receiving communications too frequently could be a dealbreaker. Sending irrelevant communications is also a big no-no for 25% of consumers. And unsurprisingly, failing to make consumers feel safe can also drive them away: 17% said they’d reconsider buying from a company whose platform doesn’t feel secure.

How do you keep new customers happy?

We also wanted to understand what matters to newly acquired customers right after their first purchase (see answers in the pie chart).

Of course, customer relationships aren’t just built on first impressions. As our survey found, customers have clear preferences and expectations when it comes to the communication channels they want to engage on at different steps of their journey.  

Connect where and when it matters Chapter 2 Connect where and when it matters