The Power of the First 10 Seconds with a Customer

Frontline performance is no longer a “nice to have” in franchising — it is the brand. As face-to-face interaction becomes less common and customer expectations continue to rise, franchise systems can no longer rely on instinct, personality, or on-the-job exposure to deliver great service. Today’s winning brands intentionally train, reinforce, and scale human connection at the unit level.

The Franchise Frontline Excellence Playbook is built to help franchisors, franchisees, and operators create consistent, high-quality customer experiences through smarter hiring, stronger training systems, and leadership that shows up where it matters most — on the frontline.

The Power of the First 10 Seconds with a Customer

The first moments of interaction define the customer experience. Research shows that impressions formed in the first 10 seconds can set the tone for the entire encounter. Franchise employees who acknowledge customers quickly, make eye contact, and convey attentiveness create a positive emotional impact that outlasts operational hiccups or minor mistakes.

Franchise systems can train teams to maximize these critical moments by focusing on three behaviors:

1. Acknowledgment: a smile, greeting, or simple eye contact signals presence.

2. Confidence: even a small pause can feel intentional when delivered with assurance.

3. Engagement: asking a quick clarifying question or showing attentiveness conveys respect.

Frontline teams that master the first 10 seconds consistently outperform competitors in customer satisfaction and repeat business. For franchises, teaching and reinforcing this behavior at every unit ensures brand consistency at scale.