3 Seconds to Make or Break a Customer Experience

I fly a lot. Some would say, too much.

This morning, on my way home from Boston, I boarded my Southwest flight 1358 from Boston to St. Louis, with my Starbucks in hand. The cup was almost empty, and I knew I needed a trash can before finding my seat.

As I entered the plane, the flight attendant stopped the young man in front of me, who was wearing a crossbody bag, and told him to step back off the plane—making me back up too. She explained, in a frustrated and rather rude tone, that he had one too many bags: a crossbody, a backpack, and a roller bag. She told him to combine his three into two before boarding again. The young man looked embarrassed, and I felt sorry for him.

When it was my turn to enter the plane, I smiled and asked the flight attendant, “May I throw this in your trash can?” She looked at me, almost sneered, and with a passive-aggressive flair said, “Well, hello to you too!”

I immediately realized that I had done something wrong but didn’t know what. I stammered an apology: “I’m sorry, I didn’t mean to offend you.” She shot back, again passive-aggressively, “It’s nice to get a greeting,” shaming me in front of both the passengers ahead and behind me. Finally, she moved aside, and I tossed my cup away, but the embarrassment lingered.

The entire interaction took maybe 10 seconds. Ten seconds to create a bad customer experience. And sometimes, it only takes three seconds. It can happen in an instant.

Now, as I sit comfortably in the exit row with plenty of legroom, I can’t help but replay the encounter in my mind. It’s been about 30 minutes, and here I am, telling my audience this story.

Why am I writing about this now?

Because these little interactions—3 seconds here, 5 seconds there—are the same ones we get to have with our customers. They can make or break an experience, leaving someone feeling cared for or feeling dismissed. How can we ensure our customers walk away feeling satisfied, and maybe even loved, by their interactions with us, instead of how I felt this morning?

A lot of it comes down to training and, more importantly, process.

As franchisors, we know that franchising is all about systems and processes. We can’t just hope that our employees will naturally deliver a great customer experience. It has to be intentional. It has to be trained. It has to be systemized and taught through a repeatable process.

This experience made me think about the customer experience at my own brand and realize that there were so many areas where we could have improved. Under my leadership, I didn’t dedicate a lot of thought to this subject, and it feels like I missed a huge opportunity to help my franchisees understand what "great" customer experience looks like. I assumed they knew. I expected it to come naturally. But in reality, consistency in customer experience doesn’t just happen—it has to be designed and taught.

Why is it so important?
I was honestly blown away by the results of my research on this topic and just how crucial Customer Experience (CX) is in today’s world. As I dug into the data, I realized that CX isn’t just a “nice-to-have” anymore—it’s a make-or-break factor for brands. This article from Zendesk shares statistic after statistic (35 to be exact) that clearly demonstrates why brand leaders can’t afford to ignore CX. You can check it out here.

Two of the statistics shared made me stop in my tracks. First, 73 percent of customers now say CX is the number one thing they consider when deciding whether to purchase from a company (PwC). Let that sink in—nearly three out of four customers are prioritizing their experience over anything else. If that doesn’t make you rethink your strategy, consider this: Over 50 percent of customers will switch to a competitor after just one bad experience. One mistake, one negative interaction, and your loyal customer could be gone—possibly for good.

In a world where customers have endless options at their fingertips, a single negative experience can completely undermine the trust and loyalty you’ve worked so hard to build. This is why it’s more important than ever for brands to be intentional about creating consistent, positive experiences—every single time.

Creating a Culture of Customer Experience

Customer experience (CX) is not something we can leave to chance. It’s not something we can assume people will “just get.” It must be intentional. It must be trained. It must be reinforced—again and again—until it becomes part of our brand’s DNA. 

Take Chick-fil-A, for example. We’ve all come to expect one simple phrase every time we interact with their employees: “My pleasure.” It’s not just polite—it’s iconic. The journey to making that phrase synonymous with their brand took time and persistence. Truett Cathy, the founder, shared his vision at annual conferences year after year, emphasizing that this customer experience standard was here to stay. It took a full eight years to implement system-wide, but now it’s second nature to every employee.

Or think about The Ritz-Carlton. They have an entire framework around what they call "The Gold Standard." (take a look, you will want to do better after reading this). Their approach to customer experience is rooted in anticipating guest needs and consistently delivering service that feels luxurious and thoughtful. Employees are empowered to spend up to $2,000 per guest to resolve issues without needing manager approval. This culture of ownership ensures that problems are handled promptly and thoughtfully.

Then there’s Disney, the ultimate in creating magical moments. Their cast members are trained to stay in character and go out of their way to ensure that every interaction, no matter how brief, is a positive one. Whether it’s a smile, a wave, or giving directions in an animated and helpful way, Disney has mastered the art of consistent, memorable service.

While these global brands have mastered customer experience, franchises also have the opportunity to create meaningful, repeatable customer interactions at scale.

Franchise Brands That Get CX Right

Franchise brands that excel in customer experience don’t all follow the same playbook—but they do share a common commitment to making customers feel valued. Some do this by prioritizing convenience, others by fostering a sense of community, and some by creating a deeply personal connection with their customers. Here are three franchise brands that have successfully carved out their own unique approach to exceptional CX.

Anytime Fitness

Anytime Fitness stands out by making convenience and community the core of its customer experience. Their 24/7 access policy caters to modern schedules, ensuring that members can work out whenever it suits them. On top of that, each location fosters a sense of community and support, where members feel part of something bigger than just a gym. The welcoming environment and approachable staff create an atmosphere that keeps members coming back.

Great Clips

Great Clips has mastered efficient, consistent service across thousands of locations. Their online check-in app reduces wait times and makes the experience seamless and predictable, which customers love. Plus, they leverage data to personalize interactions, remembering customers’ preferred styles and making the next visit faster and more familiar. It’s all about delivering speed and quality without sacrificing customer satisfaction.

Firehouse Subs

Firehouse Subs has built a reputation for genuine hospitality and high-quality ingredients. Their commitment to community involvement, especially supporting first responders, resonates with customers and creates an emotional connection to the brand. Staff members are trained to greet every customer with warmth and energy, making each visit feel personal and welcoming. The brand’s dedication to making an impact through charitable initiatives also adds to the sense of pride customers feel when supporting them.

These brands have each found unique ways to deliver outstanding customer experiences and have shown that their success isn’t accidental.

The secret? They focus on making customers feel valued—every single time.

So, how can your franchise brand replicate this level of CX excellence?

What Does Great Customer Experience Look Like in Franchise Brands?

Creating a great customer experience in a franchise system means balancing consistency with local touches. Here are some practical ideas that can make a significant impact:

Small but Impactful Ideas

• Personalized Greetings: Train staff to greet customers by name if possible.

• Follow-Up Messages: Send thank-you texts or emails after a visit.

• Handwritten Notes: Send handwritten thank-you notes to loyal customers.

• Complimentary Treats: Offer small surprises during wait times.

• Positive Phrasing: Train staff to use positive language.

Medium-Scale CX Initiatives

• Birthday Surprises: Offer a small gift or discount on the customer’s birthday.

• Employee Empowerment: Allow staff to make small discretionary decisions to wow customers.

• Customer Appreciation Events: Show gratitude with special events or discounts.

• Surprise Upgrades: Occasionally offer unexpected upgrades or complimentary items.

• Personalized Recommendations: Use customer data to make relevant suggestions.

Larger, Systematic CX Strategies

• Employee Recognition Programs: Celebrate those who go above and beyond.

• CX Training Programs: Make customer service training an ongoing priority.

• Mystery Shopper Programs: Regularly assess interactions through secret shoppers.

• CX Audits: Evaluate all touchpoints to ensure consistency.

• Centralized Feedback Loop: Collect and act on customer feedback regularly.

Ending on a Positive Note

I want to make sure I give credit where credit is due. On my two legs of travel that day, I encountered one crabby flight attendant—but I also had the pleasure of interacting with five wonderful, on-brand Southwest flight attendants who reminded me why I love flying with them. Their warmth, humor, and dedication to customer experience were spot on, and they truly restored my faith in Southwest.

It just goes to show that one negative experience can leave a mark, but when it’s surrounded by consistent positive interactions, it’s easier to see it for what it was—just an off moment. The reality is, no brand is perfect all the time, but striving for consistency and positivity in every customer touchpoint is what makes a brand truly memorable.

Shine Lesson Learned

Customer experience isn’t something we can afford to leave to chance. It needs to be systemized, trained, and reinforced. Looking back on my own journey as a franchisor, I realize I missed a huge opportunity by not being intentional about defining what “great” looks like and teaching it to my team.

Top-tier brands like Chick-fil-A, Disney, and Ritz-Carlton don’t leave customer experience to chance. They provide clear guidance, reinforce best practices, and cultivate a service-driven culture that shapes every customer interaction. As leaders, it’s our job to do the same.

Shine On, Shannon