Author: a6f8f_esat_admin

In this article we discussed about moments of truth and how they formulate and affect the overall customer experience. A really important goal of every company that want to be customer centric should be to manage every moment of truth with their customers and do what it takes to create an above average moment of magic experience.

By leveraging these moments of truth, namely your customers activities and interactions with your brand, a specific process should be designed which will include 3 concepts:

• Optimization: Find all the different moments in the buying or service process and use them to delight and engage customers.

• Transformation: Find the moments that could be optimized in order to change and provide a better interaction model throughout the entire customer journey.

• Innovation: Always look outside the current buying or service processes to identify other moments and orchestrate those into an industry-changing scenario which will provide you with a strong competitive advantage in the world of customer centricity.

Regardless of whether you are an online business or an offline store, B2C or B2B, there are lots of opportunities to deliver a positive experience to your customer which will give them the confidence that they made the right decision to do business with you.

Think out of the box and put yourself in customer’s shoes. Think like a consumer! Ask yourself:

• What are you expecting from a business? And when are you expecting it?
• Which actions you would find impressive?
• Why you will decide to buy again from a specific business?

The most important thing in this process is, to make consumers feel unique and treat them in a personalized way. Speak their language, respond to their requests and ask for their help to improve every aspect of your business. People love the feeling that they are needed and valued! Therefore, when you ask them to take an action they will be willing to help.

Keep in mind, that you should always focus on humans and not on clicks. Talk to your customers in a personalized way and show them that they are not part of a whole, but they are unique to your business. Rely on human interactions and you won’t regret it!

So, what are you waiting for? Start by creating some amazing personalized campaigns according to your customer’s needs and feedback and lift your customer experience to its maximum.

Want to know more about the moments of truth with your customer?

Read the following articles:

• 3 reasons why you have to be thinking about customer engagement and not revenues
• 4 must-known moments of truth that will close the loyalty loop

There is a starting point in the process of improving the customer experience of customers and it is called “moments of truth”. In Forbes, Carlzon defined the Moment of Truth as every point in time a customer interacts with any aspect of the company and therefore, an impression is formed, which can be mapped in the entire lifecycle of a consumer, from the moment of acquisition to eternity, like it is displayed by Gartner in the following image.

Examples of such moments of truth between a brand or a store and a consumer are the following:

• The consumer buys a product in a store, known as ZMOT (Zero Moment of Truth,  coined by Google in 2011)
• The brand presents the product to the consumer, either in-store or in the online world, while a user want to cover a relative need (defined as Less than ZMOT, defined by Eventricity LTD in 2014)
• The consumer experiences the product’s quality while the product’s first use
• The brand gets feedback from the consumer, either by asking directly or by reading a review of the product, written by the consumer

As mentioned in this post, by working on taking the most out of these moments of truth, you can achieve amazing impact on customer engagement and get profits instead of revenues.

For example, a gap in the customer experience your company provides can be found between the time a customer clicks on the buy button and when their order is delivered. During shipping time, the company loses control over the process, other than keeping the customer informed. However, there is nothing to control the customer’s emotions during that time. Maybe the gap is only 2 to 4 days, according to your shipping policy. What can you do to reinforce that the customer made the right decision to buy your product and do business with you?

Here is the opportunity you were searching for! The next time you will be planning the content of your email campaign, or the next time that you will be sending an email to a loyal and happy customer, think it not as a communication instant, but as a moment between them and your brand and think of something to make it special!

Read more here on what are the steps that will transform  customer experience, by working on moments of truth!

Want to know more about the moments of truth with your customer?

Read the following articles:

• 3 reasons why you have to be thinking about customer engagement and not revenues
• The 3 steps that will transform customer experience based on moments of truth

Life is full of moments and the journey of every single customer in every single service is full of micro and mega moments, experienced by both consumers and brands. If we focus on customer experience, these moments are placed in context to form what is called the “Customer Experience Continuum” that has been perfectly visualized by Gartner in the following image.

The most interesting thing about this relatively new visualization of the customer’s journey is that it begins with the “Buy” action and it does not end there. And this does make sense. When a consumer buys for the first time from your store or uses your product for the first time, it is not the end of your relationship but its beginning.

Why? The response is quite straightforward if you think it for a while:

• You want to stay in touch with this consumer (and not pay to acquire a new one)
• You want your consumer to speak about you to friends and promote you (without having to do or spend anything)
• You want to see this consumer turning back to you the next time they want to cover a similar or related need

In the game of building long term relationships with your customers, the focus is not on how much does it cost to get new customers but how can I keep my customer engaged, active and closely related to me and my brand. The first step in this game is to start thinking what happens after a customer buys from you and this is the first moment of truth that you have with your customers. The next step is to map the moments of truth you have with your customers and start working on them!

 

 

Want to know more about the moments of truth with your customer?

Read the following articles:

• 4 must-known moments of truth that will close the loaylty loop
• The 3 steps that will transform customer experience based on moments of truth

Over 2.1 billion people throughout the world are using messaging platforms like Facebook Messenger, Viber and Whatsapp. During the past years the most known messaging apps have taken huge steps further, by offering lots of functionality that connect users to brands and enterprises, such as chatbots and public channels. Today, users all over the world are using messaging apps not only to chat with friends but also to connect with brands, browse different businesses that will cover their needs and watch/read interesting content. (Source: Businessinsider)

All these tools, combined with the fact that users are far more engaged to messaging apps, compared to their engagement to e-mail (a recent study found that the open rate of mobile messages is 98% versus 22% for e-mail, and 90% of people read a mobile message within 3 minutes from receiving it) makes it evident that companies should start communicating with their targeted audience in messaging apps as soon as possible.

Djamel Agaoua, Viber’s CEO, stated that “messaging is just starting its journey on mobile devices” and it looks that by comparing Viber or any other messaging platform with SMS, anyone will classify SMS as outdated. A quick comparison is shown in the following image:

In a nutshell, when compared to SMS and e-mail, the new messaging apps, like Viber are:

• Cost efficient
• Rich in content capabilities
• Interactive and smart

These are the reasons that made consumer preferences shift towards mobile messaging. So businesses should follow by moving down this road, where they interact with users not by broadcasting messages, but by starting interesting discussions in a rich and interactive environment while at the same time customer engagement with a brand will be increased.