There is even a more important business reasons to understand and address moments of truth.
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Fostering a superior customer experience and retaining customers for the long haul requires companies to empower employees to own a moment of truth. Perhaps this story will help illustrate the concept. I suspect you may have similar experiences.
Because I was a current business customer, the rebate offer being made to new customers was not applicable. This is an interesting message to send to existing customers — you are not as important as the next new customer. It took, five, yes five separate phone calls to resolve this situation.
One suggestion was to cancel my account and then open a new account to secure the product. A hassle for me and a big expense to the providing company. They offered a credit toward my next bill equivalent to the rebate.
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This is a good example of an employee recognizing a moment of truth. What does this mean? First, it means you need to design business processes to anticipate various customer interactions and events.
As part of this process, map the expected and unexpected customer interactions and identify those that are moments of truth. All moments of truth in which the customer is highly engaged are critical to your relationship with the customer. Second, every employee who has contact with customers, from accounting to sales, from the contact center to marketing, from shipping to technical support, needs to be trained on how to handle both expected and unexpected moments of truth. Empower your front line and all customer facing personnel to handle moments of truth in a way that produces a win-win for both the company and the customer.
Moments of truth create value for the company. They can improve loyalty, extend customer lifetime value by extending tenure, and drive advocacy behaviors like recommendations. They can also reduce churn and reduce service costs by reducing complaints. All of which translate into a financial return. Once you have the big picture of these expectations you can link Corporate, Marketing, and Customer service operational strategies and ALL of the touchpoints your customers encounter to create a consistent experience and have a positive impact on customer satisfaction and loyalty.
Identify each touchpoint your customer has with your business. A touchpoint can be digital your website, your social media, your email, online statements, self-help, online chat , or offline telephone, event contact, direct mail — including invoices and statements. But what does Sustainable really mean, and how does Mike Fox and his team put it into effect at Royal London Asset Management including some stock stories that might surprise you.
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