Chapter 1
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.
of consumers want the company to be easy to work with
say the company should offer useful additional information
expect a quick start or delivery
expect fast answers to their questions
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.
say the company’s reputation is their main focus
say they want the company’s app or website to feel secure
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.
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.
