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Three words that make a BIG Impact for the Customer Experience

Updated: Sep 6, 2022

At my training last week we did an exercise on IMPACT Points with the entire team, and it was an impactful exercise for them.

I had them become a customer or prospect in their company and they walked through it, as well as looked at it online in that way. Then, I asked them to write down (both positive and negative) everything they saw, heard, smelled, touched, as well as how they felt. We divided their thoughts into 3 categories.

I call it the GOOD, COULD, SHOULD CHECKLIST- Look at everything that makes up your company and brand and decide that these Impact Points are -

GOOD- These are points that we feel make a good impact on our brand. We don’t need to do anything with them except keep an eye on them to make sure they stay that way.

----In this company- the floors were so clean you could eat off of them! Something like this is a very GOOD Impact Point and it's something that the entire team should be applauded for (and they were)!

COULD- These are Impact Points that could be improved. Maybe they are points that some people feel are good, but others do not. Check back in a few days to gauge the interest.

SHOULD- These are Impact Points that need immediate attention and changed right away, as they may be creating a negative impact on the brand of a company. This trash can was one such item. It was sitting in a walkway (about 3ft. long by 8ft. wide), and it was the first item you saw as a customer or prospect as you made your way into the organization. It is an Impact Point that SHOULD be moved immediately, and to the credit of a staff person, it was.

This is a valuable exercise for your organization, as it puts your employees in the customer's shoes and eyes. They get to see, hear, etc. what your customers experience. Too often, we as employees, have blinders on when it comes to certain areas of our company.

However, our customers don't. Practice the GOOD, COULD, SHOULD exercise and see what an IMPACT it can make in your company.

Bob Pacanovsky is a Keynote Speaker and Strategic Trainer

who works with organizations to achieve the Highest Levels of Service Excellence and Hospitality by giving them the tools to exceed the expectations of their customers.

To learn more, and to book Bob contact him:

Call (330) 352-6084 or email

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