When Does Loyalty Happen

We often hear that first impressions are everything. And while making a good first impression is certainly important in business, it’s actually the last impression that determines whether or not your customers will come back. That final interaction—how you close a sale, wrap up a call, or finish a service—can be the defining moment when customer loyalty is either won or lost.

Think about it: how your customer feels at the end of the transaction directly influences what they say about you to others. It shapes whether they leave feeling frustrated, indifferent, or delighted. That final emotional imprint matters more than any slick sales pitch or flashy branding effort you made upfront.

Why the Final Moment Matters More Than the First

To illustrate this, consider the structure of a typical TV news broadcast. The evening news is often filled with disturbing stories—natural disasters, political unrest, economic uncertainty, or tragedies that hit close to home. It’s heavy. But no matter how grim the headlines are, newscasters never end the show on a down note.

Instead, they close with what’s known in the industry as a “kicker story”—a light, uplifting segment designed to leave the audience smiling. Maybe it’s a video of a skateboarding dog or a heartwarming reunion between long-lost friends. The goal? To ensure you feel good enough to tune in again tomorrow.

News producers understand something critical that applies to every industry: people remember the end. It’s the emotional finish that stays with them. That’s why you should treat your final moments with customers like your own version of a kicker story.

How to Create a Positive Final Impression

So, what does this look like in your business? It doesn’t have to be anything grand. Loyalty happens when customers feel valued, heard, and appreciated—especially at the close of their interaction with you.

Here are a few simple, effective strategies to build loyalty in the final moment:

Smile sincerely (even over the phone—yes, people can hear it).
Say something like, “We really appreciate your business” or “Thanks so much for choosing us today.”
Always end with a service-oriented question such as, “Is there anything else I can help you with today?”

This last phrase is powerful. It communicates that you’re not rushing to end the conversation or pushing the customer out the door. Instead, you’re inviting connection and showing that their experience matters. It tells them, “I’m here for you until the very end.”

Out-Friendly the Competition

These final moments are also your chance to out-friendly the competition. It’s unlikely that your competitors are consistently training their teams to focus on closing with empathy and care. That means you have a real opportunity to stand out.

Businesses that excel at customer experience don’t leave the last impression to chance. According to Harvard Business Review, customers who have the best past experiences spend 140% more compared to those with the poorest experiences. And in a world where word of mouth marketing travels faster than ever, how your customers feel when they leave can have exponential impact.

Final Thought: Make the Ending Count

So, the next time you interact with a customer, remember that loyalty doesn’t happen at the start—it happens at the end. The real impression that matters is the lasting one. End every transaction with a kicker moment of your own, and you’ll create an experience people not only want to return to—but rave about.

Looking for a Speaker Who Can Transform Your Customer Experience?

If you’re ready to inspire your team to rethink loyalty, elevate service, and outshine the competition, it’s time to bring in someone who’s done it across industries and audiences. Ross Shafer is a six-time Emmy-winning TV host turned business author and keynote speaker who helps organizations master the art of emotional connection and customer engagement.

With a blend of humor, hard-won business insight, and real-world strategies, Ross delivers unforgettable keynotes that ignite culture shifts, boost retention, and drive revenue. Hire Ross Shafer as your next keynote speaker and start building loyalty that lasts.