Have you ever wondered what the most common question customers ask employees might be? It’s probably “Where’s the bathroom?” This seemingly simple question reveals a profound truth about customer service that I’ve observed throughout my career.
Imagine being asked the same question repeatedly throughout your workday. By the 50th time, you might feel a twinge of frustration or impatience. But here’s the critical insight: the 50th person asking doesn’t know they’re the 50th person. To them, this interaction is happening for the first time, and they deserve the same enthusiasm and helpfulness as the first person who asked.
The Magic of Treating Every Customer as Your First
This principle became crystal clear to me during my days performing magic shows at trade shows. I recall a particular engagement where I was hired for ten consecutive days, performing twelve 20-minute shows daily. That’s 120 shows of the same material!
After the final performance, my client approached me with a question that has shaped my philosophy on service: “How is it that after doing all those shows, you seem just as fresh as during the very first one?”
My answer was simple but powerful. I think about each audience individually. Everyone watching deserves my best effort and energy as if they were my first and only audience. After 119 shows, that final audience still deserved nothing less than my very best.
I call this concept “first-time energy,” and I believe it’s the secret ingredient to exceptional customer service.
Why First-Time Energy Matters in Business
When we interact with customers, we’re often repeating information or processes we’ve done hundreds of times before. But for the customer, this might be:
- Their first time visiting your business
- Their first time using your product
- Their first time asking for help with a particular issue
- Their only interaction with your company that day, week, or month
The quality of that single interaction will shape their entire perception of your business. This is why maintaining first-time energy is so crucial.
How to Maintain Your First-Time Energy
Sustaining enthusiasm throughout repetitive customer interactions isn’t easy, but it’s a skill that can be developed. Here are some approaches I’ve found effective:
- Practice mindfulness – Stay present in each interaction rather than thinking about how many times you’ve answered the same question
- Find something unique – Look for something different about each customer or interaction
- Remember your purpose – Reconnect with why your role matters
The ability to bring fresh energy to repetitive tasks separates good service professionals from great ones. When I perform the same magic trick for the hundredth time but make it feel special for that particular audience, I’m practicing this principle in action.
The Competitive Advantage of Consistency
In today’s market, consistency in customer experience is a major competitive advantage. Customers don’t just compare you to your direct competitors—they compare you to the best service experience they’ve ever had anywhere.
When your team can deliver that “first-time energy” consistently, even when answering the same questions or solving the same problems repeatedly, you create a service experience that stands out.
I’ve seen businesses transform their customer satisfaction scores simply by helping their teams master this mindset. It doesn’t require additional resources or complex training programs—just a shift in perspective about what each customer interaction means.
So the next time you’re asked a question you’ve heard a thousand times before, remember: this is that customer’s first time asking. Give them your best, most enthusiastic response. Treat them like they’re your only customer of the day. That’s the magic of first-time energy, and it makes all the difference in the world.
