People say we remember two things in every presentation; we remember the first thing that's said, and the last thing the presenter says.
The same can be said for a customer experience; we remember the first touch point, and we remember the last touch point. That's not to say that we don't remember anything in between; it's just that we always remember the first and the last. And in some cases, we really remember the last.
This was the case for me when I called the Doubletree Hotel at the Newark Airport for a shuttle ride. The fact that I was tired didn't help anyone's performance.
The phone call from the airport to the front desk to too long to answer.
The instructions where to go to meet the shuttle were too confusing.
The journey from my terminal to meet the shuttle bus was too long.
The shuttle bus took too long to arrive.
The shuttle was too crowded.
The line to check in at the hotel was too long.
When it was finally my turn, the front desk clerk was amazing. Personable, informative, charming, witty and genuinely helpful. His performance caused all the negative stuff before him to seem trivial.
I'll gladly stay at the Doubletree at the Newark Airport again.
Last impressions matter - a lot.