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free download Moments of Truth
A moment of truth is simply any interaction during which a customer may form an impression of your brand or product. This impression may be either positive or negative. The aim for the user experience designer is to try and ensure that moments of truth have a positive impact on the customer/user impression of the brand or product.
Moments of truth are based on interactions with your product or brand that either make or break the user or customer experience. These moments of truth can be designed by UX or CX or Service Design professionals as long as they are aware of them and are able to talk to their users and customers to find out what will work for them.
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In today’s increasingly service driven markets and with the proliferation of multiple providers for every type of product or service, moments of truth have become an important fact of customer interaction that marketers need to keep in mind. They are critical as they determine a customer’s perception of, and reaction to, a brand. Moments of truth can make or break an organization’s relationship with its customers.
This is more so in the case of service providers since they are selling intangibles by creating customer expectations. Services are often differentiated in the minds of the customer by promises of what is to come. Managing these expectations constitutes a critical component of creating favorable moments of truth which in turn are critical for business success.
Moments of Magic: Favorable moments of truth have been termed as ’moments of magic’. These are instances where the customer has been served in a manner that exceeds his expectations. Eg: An airline passenger being upgraded to from an economy to a business class ticket or the 100th (or 1000th) customer of a new department store being given a special discount on his purchase. Such gestures can go a long way in creating a regular and loyal customer base. However, a moment of magic need not necessarily involve such grand gestures. Even the efficient and timely service consistently provided by the coffee shop assistant can create a moment of magic for the customers.
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Providing an optimal and satisfying customer experience is essential for brands today. To achieve this, they must not only provide quality products and services, but also create an optimized and fluid customer journey. Indeed, a satisfied customer is much more likely to renew his purchase and to talk about it around him. The customer journey is a series of decisions. Each decision taken by a customer corresponds to a moment of truth. Determining these different moments allows developing effective improvement strategies. Moreover, the implementation of real-time video communication at several points along the journey can help companies deliver an innovative customer experience.
The company must be particularly attentive to the different moments of truth because it is there that the customer forms an opinion that will influence future decisions. They represent moments where a consumer can be won over and become a customer or conversely be lost, depending on the response provided by the brand. This concept is therefore very useful for understanding the overall customer experience and verifying that the experience is in line with or even exceeds expectations.
Defining the customer moments of truth is an important step for companies that want to improve the customer experience, satisfy their customers, and build loyalty. It is also essential to implement strategies to optimize these moments. At Apizee, we can help you enrich your customer journey with real-time video. Our 100% web-based solutions are easy to learn and easy to use. Do not hesitate to contact us for a demo.