critical incident technique - a tool to identify and prepare for your moments of truth
TRANSCRIPT
Kinesis CEM, LLC
Critical Incident Technique: A Tool to Identify and Prepare for Your Moments of Truth
https://blog.kinesis-cem.com/2015/05/06/critical-incident-technique-a-tool-to-identify-and-prepare-of-your-moments-of-truth/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at [email protected].
http://www.kinesis-cem.com
kinesis-cem.com 206.285.2900 [email protected]
Critical Incident Technique:A Tool to Identify and Prepare for
Your Moments of Truth
Out of the Ordinary Service Encounters:
ComplaintQuestion
Special RequestGoing Extra Mile
Critical Incidents
Can Be Positive or Negative
Critical Incidents
Moments of Truth
With Powerful Effect on Customer
Critical Incidents
Represent an Opportunity to:
Solidify the Relationship
orRisk Defection
Momentsof Truth
Identify Potential Moments of Truth
&Gauge the Efficacy of
Service Recovery Strategies
Critical Incident
Technique
Qualitative Research
Critical Incident
Technique
Ask Research Participant to Recall A Recent Service Experience That
Was Particularly Satisfying or Dissatisfying
Critical Incident
Technique
To Gather the:
Who, What, When, Why and How
Surrounding that Experience
Opened Ended
Questions
Classify Incidents IntoCategories and Sub-
CategoriesAnalysis
Classify Recovery Strategies and Their
EffectivenessAnalysis
Classify How Customers Changed
Their Behavior or Relationship with
the Brand
Analysis
Produce List of Common Moments of Truth
Identify How Customer’s Change Their Relationship With the Brand
Evaluate Effectiveness of Recovery Strategies
The Result
CIT gives managers an informed perspective
upon which to prepare employees to recognize moments of truth, and respond in ways that will lead to positive
outcomes.
The Result