customer experience - engineering moments of truth in a bank branch
TRANSCRIPT
consulting | research | contracting
Engineering moments of truth that will
delight customers in the branch
Achieving the Successful Customer Outcome
Ag
en
da
1. Customer Experience
2. What is a moment of truth?
3. Elements of a moment of truth
4. Engineering moments of truth that
achieve the right outcome
5. Aligning ourselves to achieving that
outcome
3
Customer Experience
The person that the
customer interacts
with
Execution in the moment
Understanding
Knowledge
The process that the
customer has to follow
Transparent
Easy
Red tape
Admin
Documents
The Tools and
Technology Available
Reliable
Multi/Omni channel
Easy
These elements create
Moments of Truth
for the customer
“The sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their
relationship with that supplier”
4
What is a Moment of Truth?
• Everything the customer does to achieve his outcome
• Everything that happens to the customer along his journey
towards achieving his outcome
• The less moments of truth required to reach the outcome, the
better
• Can be positive or negative
• These interactions can be with people, systems or products
• Moments of truth occur both with and outside of the
organization – so your customer has experienced moments of
truth before and after they walk into the branch
5
Engineering Moments of Truth that Delight
6
Engineering Moments of Truth
What is the
real need /
outcome?
How many
moments
of truth
does it
take to
meet the
need?
How
proactive
or reactive
is each
moment of
truth?
How
enriched is
each
moment of
truth?
7
How do we Identify the Outcome / Real needs?
8
Possible Outcome for a branch
Individual who generally banks online
and visits the branch infrequently to
perform specific transactions that
cannot be done online
- To get what they walked in for
- It will take time and involve
queues
- There will be some
documentation required
- It took time and involved
queues
- There was documentation
required, sometimes
unexpected docs that
required a return trip to the
branchArranging
spending money
for a holiday
- Branch layout
- No. of consultants available
- Knowledge of consultants
- Document req’s
- Process followed
- Get my forex before
I go on holiday
- Make it easy and
convenient
Forex in a flash
9
Elements of the Moment of Truth
How many moments of truth does it take to meet the need?
• For every process that deserves to exist, there is an
optimum number of moments of truth.
• Make it as easy as possible – the less steps to meet the
outcome the better for your customer
10
Elements of the Moment of Truth
• The more work the organization can do BEFORE an
interaction, the more controlled and proactive the interaction is
Proactive action
Proactive action
MOTReactive
actionReactive
action
How proactive are you in controlling the moment of truth?
11
Elements of the Moment of Truth
Awareness
Buy in
Acquisition
Customised
Use
Sharing Success
The more of these elements exist within a single moment of truth, the more
enriched the interaction and the less moments of truth you need in a process
12
Typical Moments of Truth for a Branch Visit
Decide to visit sister in the UK
Plan trip
Save up
Purchase tickets (with credit card)
Apply for Leave
Go to branch for Forex
Pack
Fly to UK Visit sister
Spend money
Return home
Tell everyone about the trip
Take time off work
Drive to local branch
Find parking
Walk into branch
Wait in queue
Speak to consultant
Provide documentation
Obtain Forex
Walk out of branch with cash
Drive home and tell a friend
13
Elements of the Moments of TruthTake time off
work
Drive to local branch
Find parking
Walk into branch
Wait in queue
Speak to consultant
Provide documentation
Obtain Forex
Walk out of branch with cash
Drive home, tell a friend
Awareness
Buy In, Use
Buy In, Use
Buy In, Customise,
Use, Share
Acquisition,
Customise, Use
Buy In, Customise,
Use, Share
Awareness, Buy In
Awareness, Buy In
Reactive
Use
Share
10 Moments of Truth just in this step. How could we reduce this?How could we make it more pro-active?
- Order online?- Deliver to customer?
The outcome we need to achieve: Forex in a flash!
14
Aligning to the Outcome
Articulate Successful Customer Outcomes
Identify all the moments of truth
Remove / Improve the
moments of truth
Implement changes:
- Process & systems
- People & Performance
measures
1
23
4
15
Want to know more?
Next course starting 4 May – book today!
16
Questions
?
