CHAPTER 8

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THE FIRST TOUCHPOINT MOMENT

As individuals, most of us are aware of the importance of making a good first impression, and we’re generally pretty good about it. Organizations, on the other hand, often fail miserably at this. They don’t understand that the first touchpoint is crucial. It is the point at which we have the greatest opportunity to create the trajectory for the rest of our relationship with the customer. In fact, if we fail at the first touchpoint, it is extremely problematic and ultimately expensive to fix the resulting damage. For this reason, it is essential to get it right from the beginning.

The first touchpoint occurs ...

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