the truth about the moments of truth (preview)
TRANSCRIPT
The truth about Moments oThe truth about Moments oGeert Martens, practice leader 4C Consultingp g
[email protected] @geert_martens http://www.slidesha
of Truthof Truthare.net/gmartens http://be.linkedin.com/in/martensgeert
WhWhmommom
o
at areat arementsmentsf t thof truth
CMoments of Truth
WhatWhatareMomentsofofTruth?
Whatiis
CustomerExperience?
ustomer Experience
A customer eA customer e(a single or) a ch
b t i(a single or) a ch
b t ibetween an organizabetween an organiza
experience is experience is pain of interactions ti d t
pain of interactions ti d tation and a customer.ation and a customer.
2. About emotions
1. Between an organization
d tand a customer
s
3. Measured againstgcustomer expectations
“Emotions color“Emotions colorEmotions color the experience and,Emotions color the experience and,pmore importantly, how the experience
pmore importantly, how the experiencehow the experiencewill be remembered”D ld A N
how the experiencewill be remembered”D ld A NDonald A. NormanDonald A. Norman
Source: http://www.slideshare.net/koenatclaes/on-why-we-should-not-focus-on-ux
Customer Experience | A cp |
iii
i
i
i
B fAft
ii
iBeforeAfter
i
iDuring
hain of interactions
ii
i Customer experience is
i
pa journey, not a destination
i
The journey consists of a chain of interactions
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Customer Experience | Intup |
« Love »
Enjoyable
« I ca
« I rea
Efficient « This
j y
Functional
A
« This
N th
Average « Noth
« Ugh ! » « I did « Not again »
Loathing
« Onc
« I haLoathing « I ha
Source: Gartner
uitively measuredy
nnot live without this »
ally like this »DELIGHTED
s works really well »
y
s works well »
hi i l
SATISFIED
hing special »
d not like that »
ce again, I am not happy »
te this and want to leave »
DISSATISFIED
te this… and want to leave »
12
What is Customer Satisfaction?
Perceived Performance vs. Expectation
Expectation = ƒ(Prior Experiences, Desired Performance)
The level of satisfaction = the intensity and direction of the gapintensity and direction of the gap between “perceived performance” and “expectation”
Key take‐away: work both sides to increase satisfaction levelsincrease satisfaction levels
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CCCNOT about d
CNOT about d
C t i iC t i iCustomer experience is doing whatever it takes Customer experience is doing whatever it takes g
to “wow” customers g
to “wow” customers
Customer Experience | A cp |
B fAft
BeforeAfter
During
hain of interactions
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CMoments of Truth
WhatWhatareMomentsofofTruth?
Whatiis
CustomerExperience?
ustomer Experience
Customer Experience | A cp |
iii
i
i
i
B fAft
ii
iBeforeAfter
i
iDuring
hain of interactions
i
Not all interactions are equally important
i
i
i some of them are i
i
more important than others
ithese are the “Moments of Truth”Truth
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hi hhi ha higha highA moment of truth is ti i t ti i tA moment of truth is ti i t ti i t‐emotion interaction point
in a customer experience ‐emotion interaction point in a customer experience p
that can make or break
pthat can
make or breakmake or break the relationshipmake or break
the relationship
N f hN f hNo focus on short term revenueNo focus on short term revenue
Moment of Truth management Market ResearchMoment of Truth management Market Research
SS
ee
Moment of Truth managementMoment of Truth managementMoment of Truth management Event Driven Marketing
Moment of Truth management Event Driven Marketing
Success on all Moments of Truth>>> Great Customer Service
Success on all Moments of Truth>>> Great Customer Service>>> Great Customer Service>>> Great Customer Service
Outside‐in:Outside‐in:Outside in: the customer’s point of viewOutside in: the customer’s point of view
Focus & empathy: dare to makeFocus & empathy: dare to make
Process excellenceProcess excellenceProcess excellence+ interpersonal excellence
Process excellence+ interpersonal excellence
e choicese choices
Make and do not break:opportunity & risk
Make and do not break:opportunity & riskopportunity & riskopportunity & risk
WhyWhyin moin mo
o
investinvestmentsmentsf t thof truth
1 2
GreatCustomer
Experiences
GreatCustomer
Experiences
Excellent performance
on MoT
Excellent performance
on MoT ExperiencesExperienceson MoTon MoT
2 3Shift the Shift the
3demand
curvedemand
curve
Reduce costsReduce costs
GeneraterevenuesGeneraterevenues
CreateCreatecompetitiveadvantagecompetitiveadvantage
2. Great Customer Experienp
1 Shif1. Shifdemcur
GreCusto
i
4. Buildcompetitiveadvantages
Rational elements (product features, service attributes,…) are
easy to copyKey success factor for
Experiadvantagesyimpacting the customer
decision journey
3. Genreve
Customers become ambaswho promote the brand to others
Source: Beyond Philosophy & 4C Consulting
ces lead to…
ft the
Customers are prepared to pay a price premium.Price is the most important differentiator inft the
andrve
Price is the most important differentiator in rational competition
eatomer 2. Reduce
costs
Customers get involved and share their thoughtsCustomers manage
ences themselves.
neratenue
ssadors who stay loyal and s: boost NPS financial growth
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3. Great Customer Experienp
Increase in shareholder v
80% 2007 2008 20
Increase in shareholder v
59%
40%
60%
9% 5%
2
20%
40%
urns
(*)
‐14%‐20%
0%
Tota
l Ret
‐32%‐37%
‐49%‐60%
‐40%
T
60%
Source: http://www.customerthink.com/article/return_on_customer_experience_investments(*) The broader stock market, generating cumulative total returns
ces lead to…
value
009
value
26%
10%CxP Leaders
S&P 500 index
Classification based on Forrester Research's Customer Experience
CxP LaggardsCustomer Experience Index study
25
geert.martens@4
http://www.slideswww.4cconsulting.com
4Cconsulting.com @geert_martens
hare.net/gmartens http://be.linkedin.com/in/martensgeert