7/26/2023 0 Comments Moments of truth![]() A customer leaves a quote request for a company during the ‘Research’ stage but never gets a reply.Some examples of moments of pain to better understand the concept: Similar to moments of glory, moments of pain can occur anywhere along the journey but tend to make it shorter. That’s when the product or service disappoints them, they don’t feel heard, or are left alone with a problem. Moments of pain are the customer’s miserable moments. That’s where creating personas can help, as you will learn more about the triggers your audience responds to. But what matters to one person might not be as important to another. An achievement banner on an online-learning platform on the ‘Product use’ stage.Īll moments of glory have one thing in common: a match with customer needs and motivations.A proactive call from a support agent to ask whether you have any suggestions for the software you use on the ‘Renewal’ stage.A drink or a compliment from the chef at a restaurant on the ‘Waiting for the order’ stage.A discount coupon on an e-commerce website during the ‘First visit’ stage (see the e-commerce journey map templates in our library).Let’s consider a few examples of moments of glory from different business domains: These positive moments can occur at any stage of the journey, although their intensity will vary. Moments of glory happen when we exceed customer expectations during an interaction where they have difficulties, need help or encouragement, or simply would welcome something ‘extra’. Let’s look at both types in more detail, along with ways to encourage the positives and alleviate the negatives. In general, moments of truth fall into two major categories: Since then, we’ve seen quite a few tweets and posts from people who were really excited to see it. We introduced a popup that shows up once you complete 60% of your map. Identify the moments where your service really shines, and either reinforce them or reuse across other stages.Develop instructions on handling moments of truth for the front-line staff.Add more positive moments to a journey that’s too average or uneventful.Find the weakest part of the customer journey and fix it.When you make a habit of tracking moments of truth and visualize them in your journey maps, you can: And from a business perspective, that means higher customer satisfaction levels, more repeat purchases and referrals, and a potential increase in revenue. ![]() ![]() Positive moments of truth can set your company apart from competitors, creating a better-than-average customer experience. Negative moments turn clients away, while positive ones contribute towards customer loyalty and brand advocacy. Moments of truth have a huge influence on the overall customer experience, as they hold power to shape our impression of the brand. ![]() In the experience section of our CJM tool, we use the Plutchik’s wheel, which portrays the intensity of emotions with color brightness and proximity to the center. So if the delivery is 45 minutes late, you probably won’t give the restaurant another chance, while the product itself - the pizza - is not at fault. The moment of truth will still happen with the first bite. Or take service: even if the pizza is tasty when it comes out of the oven, it’s going to be less delicious when the crust dries off and the cheese cools down. At this point, you either fall in love with the restaurant or you don’t. But the moment of truth comes once you taste the pizza itself. The menu has lots of choices, the pictures are mouth-watering, the callback service is flawless, and the delivery is lightning-speed. Now, let’s imagine you order a pizza delivery from an Italian place. And you leave thinking you’d have another hot dog any day but would never go to that brasserie again. But the point is product quality often overshadows all other aspects like atmosphere, delivery speed, or bad reviews on TripAdvisor. Have you ever had the most delicious hot dog at a godforsaken gas station? Or, on the contrary, was disappointed by an over-salted dish at a fancy brasserie? Of course, the expectations from the second venue are higher. Quality, service, value for money, consistency, and personalization can all be pieces of that puzzle. In simple words, these are the touchpoints where your clients either fall in love with your product or turn away and leave. Moments of truth represent the points in the journey where a key event occurs and the customer forms an opinion about the brand.
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