Twelve years ago we took our boys on a family holiday to Tuscany. We spent a whole magical day just wandering the beautiful walled city of Lucca. It was there that we had our first taste of real Italian gelato. It turns out that Lucca is the perfect place for circling back on yourself, which is exactly what we did, not once, but twice that afternoon—to try just one more cup of gelato.
Of course we weren’t hungry for ice-cream, what we wanted was to replicate the feeling of the first time.

We often go to great lengths to create memorable experiences for our customers first time round.
It’s easy to set the bar and forget.
But if we are going to matter to our customers we need to think beyond the first time.

The challenge, and the opportunity is to make the next time, feel like the first time.

Image by Adam Bowie.