The first customer experience is the beginning or the end for most businesses whose goal is to establish customer loyalty. I was reminded this during the past couple of weeks as I had the opportunity to renew a past customer relationship and establish a new one.

Customer-Focused Experience
For many Northwest Indiana residents, Ming Ling in the Miller section of Gary was a tried and true eating establishment. I was introduced to this great restaurant during a business lunch probably eight years ago and became a raving fan. The quality of the food especially the egg rolls (the best I have ever tasted) to the attention of the owner, Chris, made the dining experience always pleasant.

Approximately two years ago, this 30-plus-year-old business shuttered its doors. Just recently, Chris has reopened the business and is working on reconnecting with past loyal customers and looking to build new relationships. Even though the restaurant had been closed for two years, Chris remembered what I liked and even asked about my husband by his first name. Of course, I will be back because this type of customer-focused experience is few and far between.

Excellent Customer Service
Another small business owner who truly understands the importance of that first customer experience is Jim Eder of Beggars Pizza in Dyer. Beyond the cozy, family atmosphere, I felt like I stepped into a "Cheers" establishment where everyone knows your name and no one is a stranger. Having family members who had operated several successful restaurants in the Chicago area, I can appreciate having the owner take the time to meet and greet each and every customer with the same enthusiasm and authenticity. Jim's attention only enhanced all other elements of my first time experience from the very attentive server, Andrews, to the quality of the pizza.

Because the food service business is so very competitive and has one of the highest failure rates, making that first interaction between you as the buyer and the establishment as the seller is beyond critical. With the plethora of Chinese and pizza restaurants, these small business owners have even a greater challenge than some of the other independent eating establishments that have less competition.

How many times have you encountered a negative first-time customer experience and never returned? Or maybe you gave the business a second chance and they (the owner or the staff) dropped the ball?

When large to small business owners appreciate the customer experience from the senses of sight, touch, taste, smell and hearing along with that emotional sense -- feelings -- then they know what they need to do to make all of those interactions the very best that they can be. So this leaves you as the business owner to senior level executive, with this one question:

What are your first-time customers experiencing as they walk in, stay (purchase your goods or services) and then walk out of your place of business?