How often have you had an experience as a customer where you’ve been greeted by a disengaged, bored sales assistant, or a clipped, process-driven rep? It doesn’t exactly get your experience off to a good start, does it? But standing on the other side of the fence, it’s so easy to slip into autopilot when you speak to lots of customers in a day; before you know it, you’re greeting your customers with a monotone or distracted greeting, or a sing-songy, impersonal “Thank you for calling us, can I take your account number?”
So how important is your greeting at the beginning of a customer interaction? You’ve guessed it – VERY!
First impressions are critical in customer service. How you greet your customer sets the tone for the entire interaction, and can either build or erode trust. Studies have long shown that customers decide within seconds whether they feel comfortable and valued by a company, making that first point of contact crucial for long-term loyalty. Recent research shows just how important the first moments are in building trust.
According to the July 2024 UK Customer Satisfaction Index (UKCSI), trust and emotional connection are increasingly critical factors in customer satisfaction. In fact, 45% of customers base their trust in a company on how they are treated right from the start of their interaction. A warm, professional greeting can help customers feel valued and understood, creating a foundation of trust that impacts how they perceive the entire experience.
Amy Cuddy is a psychologist at Harvard Business School and a leading thinker in trust and first impressions. In her book, ‘Presence’, Cuddy says that people quickly and subconsciously answer two questions when they first ‘meet’ you (this applies to whatever medium you’re using):
1. Can I trust this person?
2. Can I respect this person?
Psychologists refer to this as Warmth and Competence. To preserve energy, our brains are wired to rely on speed over accuracy when we first meet someone. So we make judgements about someone based on their behaviours and this then informs how we then interact with them. So whether you project warmth or competence in your greeting determines the success of your interaction with your customer and whether or not your customer trusts you.
Warmth signals to a customer that you care about their needs and are approachable. Simple gestures like a smile, eye contact, and a friendly tone immediately communicate that you are ready to help. According to Cuddy’s research, warmth accounts for the majority of our trust judgments during an initial encounter, reinforcing the idea that how you make a customer feel is just as important as what you can do for them.
This is further supported by 2024's UKCSI findings, which revealed that 56% of customers feel more satisfied with a company when they believe their personal needs are understood and valued. In other words, demonstrating warmth from the very beginning helps customers feel like more than just a number - it helps them feel heard and respected.
Once warmth has been established, competence solidifies the customer’s trust in your ability to meet their needs. This is where professionalism and efficiency come into play. Demonstrating that you can confidently and promptly help your customer reassures them that they are in good hands.
Together, warmth and competence form a powerful combination that enhances the customer experience and drives long-term loyalty.
Here are a few tips on how to greet your customers, based on the latest research:
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Smile and make eye contact: A genuine smile combined with eye contact creates an instant connection, signalling that the customer is your priority
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Use their name: If possible, addressing the customer by their name adds a personal touch that makes them feel valued as an individual
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Be enthusiastic but authentic: People can sense when enthusiasm is forced. Be positive, but maintain a natural tone to ensure authenticity.
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Acknowledge their needs: Recognise why the customer is there and show that you’re ready to help, reinforcing both warmth and competence.
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Reassure the customer: Show your customer that they are in good hands by reassuring that you can help.
Warmth is the real distinguisher between who we trust and are loyal to. Greeting with warmth is about helping the customer feel confident that they are in safe hands and that they are speaking to someone who understands them and cares, right from the beginning. First impressions are lasting, and in customer service, that first point of contact is a critical opportunity to build trust.
In our tried and tested GREAT Customer Service framework, G is for Greet. This means warmly welcoming your customer, right from the beginning.
