Breaking Down Your Customers' First Journey With You


Think of your customer journeys as a landscape.


Most of it is smooth terrain. But along the way, there are key pressure points—ridges, bridges, and cliffs—where impressions actually get made.


Here are the six most common “Moments That Matter” in a small business:

  1. The Arrival Moment – when the customer walks in, calls, or visits your site
  2. The Wait Moment – when they feel time pass (physically or emotionally)
  3. The Handoff Moment – when they’re passed from one person or role to another
  4. The Recovery Moment – when something goes wrong and must be addressed
  5. The Goodbye / Moment – when they pay, leave, or log off


The Echo Moment – what happens after they’ve left (email, thank you, review)



THE SERIAL POSITION EFFECT.

Why The Outlying Customer Moments Matter More

Most businesses focus heavily on the middle
—  the transaction itself.
But from a memory and emotional standpoint, the real imprint happens at the edges.

  • If the arrival feels awkward or cold, they’re already judging you.
  • If the goodbye feels rushed or indifferent, everything before it fades.
  • If the recovery moment lacks dignity, your business loses not just the customer—but everyone they tell.


In the world of Psychology, this is known as the Serial Position.


Inside:

Customer Experience (CX) Strategy



Many businesses don't focus here. You’re busy. You’re tired. You’re juggling payroll, inventory, social media, and maybe even running the register yourself. The idea of “customer experience strategy” sounds like something a Silicon Valley startup would talk about at a whiteboard—not something that belongs in your already-packed day.


But here’s the truth: you already have a customer experience strategy. It’s whatever happens when someone walks through your door, calls your number, or Googles your name.


The difference is whether that strategy is working for you or against you.

We work with clients to map out their customers' experiences, and create action plans to improve the scenarios. In the process, we train clients on managing this themselves if they prefer.


A Quick CX Win This Week
Here’s your one small practice for the week:

Pick one customer each day to go above-and-beyond for—on purpose.

That’s it.

Just one person.
Make their day a little brighter.
And see what stories ripple outward.



Inside:

Reputation Management


While customer experience is about the interactions you deliver, Reputation Management is about the narrative that forms around your brand in the public eye. It involves actively monitoring what customers (and the public at large) are saying about your business, responding appropriately, and shaping a positive perception. A strong reputation builds trust and can even buffer a company during tough times, whereas a poor reputation can deter potential customers before you ever get a chance to serve them.


Key aspects of reputation management include handling online reviews, managing brand perception, preparing for crises, and maintaining good public relations. The goal is always to cultivate a positive, trustworthy image of your business and address issues that could damage that image​,

Don’t be shy about asking happy customers to share their experiences. Many people who have a great experience won’t think to leave a review unless prompted. You might send a follow-up email or text with a gentle request and direct link to your review profiles. Be sure not to incentivize reviews in a way that violates platform rules (e.g. Google prohibits offering rewards for reviews), but a polite request is generally fine. Building up a base of positive reviews will improve your average rating and provide a buffer against the occasional negative one.


Keep in mind that silence is also an answer in the online world. A lack of reviews or no responses to feedback can be read as indifference. By actively engaging, you show prospective customers that you are attentive and care about satisfaction. Given that 94% of consumers say a bad review has convinced them to avoid a business​.


Paul and his team can help you manage your reviews and provide the training necessary for you to manage this yourself.

A Reputation Manifesto For This Week
Here’s your one small practice for the week:

We treat people like people, not problems.
Even when they’re wrong.
Especially when they’re wrong.
We show up with heart, not just hustle.
We build experiences that linger—in a good way.

We speak with clarity and calm.
Words matter. So do tone and timing

We recover with grace.
When things go sideways, we don’t blame—we repair.

We listen, even when it’s hard.
Feedback isn’t failure. It’s a mirror. And sometimes it's a flashlight.