Building The Moment Of Truth TO Build Sales
Dealing with the moments of truth isn’t easy job. Whereas understanding the meaning of the same will not elaborate the core aspect of the same. Moments of Truth can be defined as those touch points in an organization where the customer directly interacts with the firm. These are the moments where the customers come in direct contact with the company. Customer Experience Management requires an inspection of the enterprise's value to the customer.
Identify the customer surface
Customers interface with companies in many different ways and places, both formally and informally.
Select the critical areas
A useful focus is in interfaces where customers are in a vulnerable state and the company has a critical opportunity to impress or disappoint the customer. These 'moments of truth' are often forgotten events, for example when they walk through the door to a reception desk or when they first unpack the product and try to get it working.
Slow down time and watch every moment
Play through the customer experience during this time in 'slow motion', watching for any moments in which impressions may be formed. If possible, study actual experiences, perhaps even recording them for later study. 'Mystery shoppers' are a way of gathering supporting data. You can also do it yourself: just try playing at customer for your own products. Phone the hotline. Go to the local discount warehouse and ask for advice. You may experience a moment of truth or two for yourself.
Create Moments of Truths
While service organizations have a constant interaction with the customers, product companies may not have any direct interaction with the customers. The first moment of truth is when the consumer goes to the retail store to purchase the product and the second moment of truth is when the consumer uses the product. The product marketers should make sure that they positively touch the consumer at these critical points.
The critical questions that should be asked by firms in managing customer interactions are
· How easy is it for the customer to contact you?
· How fast will his query be answered?
· Is there a mechanism to measure his satisfaction?
· Do we reach out to him or wait for him to contact us?
· Do we discriminate our customers into large & small or do we have a culture that treats customers as equal?
· We have a promotions budget, expenses budget etc. Do we have a consumer relationship budget?
· Do our staffs are given sufficient authority and responsibility to make customer interactions fruitful?
Managing moments of truth is an expensive initiative. The fruits of which will be only visible in the long term. But this investment is worth it.
What things matter at the moment of truth ?
THE INITIAL PHONE CONTACT.
WALKING IN THE DOOR.
DISCUSSION WITH SALES STAFF.
DEALING WITH PROBLEMS.
PAYING BILLS.
The values-based approach to brand management therefore provides us with the insight that creates a seamless connection between the emotional and the rational, the product attribute and the communication.
In addition, because different values groups are attracted to different brands it also helps address more complex meta-problems of brand portfolio and architecture. Thus it creates a powerful link between strategy and tactics.
It also works internally as well as externally. It turns hard data into easy-to-understand visuals that help create a common language for all those involved. It helps employees and business partners understand what they are trying to do, and why.
Historically the product defined the brand, and the brand then presented the product's attributes to the customer. The approach described here turns this process on its head. Branding starts with the person, not the product. The consumer's values define the brand, and the brand then presents these values to the company, requiring the company to construct a particular mix of product, service, distribution and communication attributes to fit the demands of the brand. In this way the brand works its way 'inside' the organization – ultimately to change the way it works and organizes itself.
A B2B company that values precision and excellence, for example, tends to behave very differently from one that values innovation or solidity. A business that values total ownership cost is different from one that values purchase price. It is as important to understand these values in business relationships as it is to understand them in consumer relationships.
Dealing with the moments of truth isn’t easy job. Whereas understanding the meaning of the same will not elaborate the core aspect of the same. Moments of Truth can be defined as those touch points in an organization where the customer directly interacts with the firm. These are the moments where the customers come in direct contact with the company. Customer Experience Management requires an inspection of the enterprise's value to the customer.
Identify the customer surface
Customers interface with companies in many different ways and places, both formally and informally.
Select the critical areas
A useful focus is in interfaces where customers are in a vulnerable state and the company has a critical opportunity to impress or disappoint the customer. These 'moments of truth' are often forgotten events, for example when they walk through the door to a reception desk or when they first unpack the product and try to get it working.
Slow down time and watch every moment
Play through the customer experience during this time in 'slow motion', watching for any moments in which impressions may be formed. If possible, study actual experiences, perhaps even recording them for later study. 'Mystery shoppers' are a way of gathering supporting data. You can also do it yourself: just try playing at customer for your own products. Phone the hotline. Go to the local discount warehouse and ask for advice. You may experience a moment of truth or two for yourself.
Create Moments of Truths
While service organizations have a constant interaction with the customers, product companies may not have any direct interaction with the customers. The first moment of truth is when the consumer goes to the retail store to purchase the product and the second moment of truth is when the consumer uses the product. The product marketers should make sure that they positively touch the consumer at these critical points.
The critical questions that should be asked by firms in managing customer interactions are
· How easy is it for the customer to contact you?
· How fast will his query be answered?
· Is there a mechanism to measure his satisfaction?
· Do we reach out to him or wait for him to contact us?
· Do we discriminate our customers into large & small or do we have a culture that treats customers as equal?
· We have a promotions budget, expenses budget etc. Do we have a consumer relationship budget?
· Do our staffs are given sufficient authority and responsibility to make customer interactions fruitful?
Managing moments of truth is an expensive initiative. The fruits of which will be only visible in the long term. But this investment is worth it.
What things matter at the moment of truth ?
THE INITIAL PHONE CONTACT.
WALKING IN THE DOOR.
DISCUSSION WITH SALES STAFF.
DEALING WITH PROBLEMS.
PAYING BILLS.
The values-based approach to brand management therefore provides us with the insight that creates a seamless connection between the emotional and the rational, the product attribute and the communication.
In addition, because different values groups are attracted to different brands it also helps address more complex meta-problems of brand portfolio and architecture. Thus it creates a powerful link between strategy and tactics.
It also works internally as well as externally. It turns hard data into easy-to-understand visuals that help create a common language for all those involved. It helps employees and business partners understand what they are trying to do, and why.
Historically the product defined the brand, and the brand then presented the product's attributes to the customer. The approach described here turns this process on its head. Branding starts with the person, not the product. The consumer's values define the brand, and the brand then presents these values to the company, requiring the company to construct a particular mix of product, service, distribution and communication attributes to fit the demands of the brand. In this way the brand works its way 'inside' the organization – ultimately to change the way it works and organizes itself.
A B2B company that values precision and excellence, for example, tends to behave very differently from one that values innovation or solidity. A business that values total ownership cost is different from one that values purchase price. It is as important to understand these values in business relationships as it is to understand them in consumer relationships.