The truth about Moments oThe truth about Moments oGeert Martens, practice leader 4C Consultingp g

geert.martens@4Cconsulting.com @geert_martens http://www.slidesha

of Truthof Truthare.net/gmartens http://be.linkedin.com/in/martensgeert

WhWhmommom

o

at areat arementsmentsf t thof truth

CMoments of Truth

WhatWhatareMomentsofofTruth?

Whatiis

CustomerExperience?

ustomer Experience

A customer eA customer e(a single or) a ch

b t i(a single or) a ch

b t ibetween an organizabetween an organiza

experience is experience is pain of interactions ti d t

pain of interactions ti d tation and a customer.ation and a customer.

2. About emotions

1. Between an organization

d tand a customer

s

3. Measured againstgcustomer expectations

“Emotions color“Emotions colorEmotions color the experience and,Emotions color the experience and,pmore importantly, how the experience

pmore importantly, how the experiencehow the experiencewill be remembered”D ld A N

how the experiencewill be remembered”D ld A NDonald A. NormanDonald A. Norman

Source: http://www.slideshare.net/koenatclaes/on-why-we-should-not-focus-on-ux

Customer Experience  |  A cp |

iii

i

i

i

B fAft

ii

iBeforeAfter

i

iDuring

hain of interactions 

ii

i Customer experience is

i

pa journey, not a destination

i

The journey consists of a chain of interactions

11

Customer Experience  |  Intup |

« Love »

Enjoyable

« I ca

« I rea

Efficient « This

j y

Functional

A

« This

N th

Average « Noth

« Ugh ! » « I did « Not again »

Loathing

« Onc

« I haLoathing « I ha

Source: Gartner

uitively measuredy

nnot live without this »

ally like this »DELIGHTED

s works really well »

y

s works well »

hi i l

SATISFIED

hing special »

d not like that »

ce again, I am not happy »

te this and want to leave »

DISSATISFIED

te this… and want to leave »

12

What is Customer Satisfaction?

Perceived Performance vs. Expectation

Expectation = ƒ(Prior Experiences, Desired Performance)

The level of satisfaction = the intensity and direction of the gapintensity and direction of the gap between “perceived performance” and “expectation”

Key take‐away: work both sides to increase satisfaction levelsincrease satisfaction levels

13

CCCNOT about d

CNOT about d

C t i iC t i iCustomer experience is doing whatever it takes Customer experience is doing whatever it takes g

to “wow” customers g

to “wow” customers 

Customer Experience  |  A cp |

B fAft

BeforeAfter

During

hain of interactions 

15

CMoments of Truth

WhatWhatareMomentsofofTruth?

Whatiis

CustomerExperience?

ustomer Experience

Customer Experience  |  A cp |

iii

i

i

i

B fAft

ii

iBeforeAfter

i

iDuring

hain of interactions 

i

Not all interactions are equally important

i

i

i some of them are i

i

more important than others

ithese are the “Moments of Truth”Truth

17

hi hhi ha higha highA moment of truth is ti i t ti i tA moment of truth is ti i t ti i t‐emotion interaction point 

in a customer experience ‐emotion interaction point in a customer experience p

that can make or break

pthat can 

make or breakmake or break the relationshipmake or break 

the relationship

N f hN f hNo focus on short term revenueNo focus on short term revenue

Moment of Truth management Market ResearchMoment of Truth management Market Research

SS

ee

Moment of Truth managementMoment of Truth managementMoment of Truth management  Event Driven Marketing

Moment of Truth management  Event Driven Marketing

Success on all Moments of Truth>>> Great Customer Service

Success on all Moments of Truth>>> Great Customer Service>>> Great Customer Service>>> Great Customer Service

Outside‐in:Outside‐in:Outside in: the customer’s point of viewOutside in: the customer’s point of view

Focus & empathy: dare to makeFocus & empathy: dare to make

Process excellenceProcess excellenceProcess excellence+ interpersonal excellence

Process excellence+ interpersonal excellence

e choicese choices

Make and do not break:opportunity & risk

Make and do not break:opportunity & riskopportunity & riskopportunity & risk

WhyWhyin moin mo

o

investinvestmentsmentsf t thof truth

1 2

GreatCustomer

Experiences

GreatCustomer

Experiences

Excellent performance

on MoT

Excellent performance

on MoT ExperiencesExperienceson MoTon MoT

2 3Shift the Shift the

3demand

curvedemand

curve

Reduce costsReduce costs

GeneraterevenuesGeneraterevenues

CreateCreatecompetitiveadvantagecompetitiveadvantage

2. Great Customer Experienp

1 Shif1. Shifdemcur

GreCusto

i

4. Buildcompetitiveadvantages

Rational elements (product features, service attributes,…) are

easy to copyKey success factor for

Experiadvantagesyimpacting the customer

decision journey

3. Genreve

Customers become ambaswho promote the brand to others

Source: Beyond Philosophy & 4C Consulting

ces lead to…

ft the

Customers are prepared to pay a price premium.Price is the most important differentiator inft the 

andrve

Price is the most important differentiator in rational competition

eatomer 2. Reduce

costs

Customers get involved and share their thoughtsCustomers manage

ences themselves.

neratenue

ssadors who stay loyal and s: boost NPS financial growth

24

3. Great Customer Experienp

Increase in shareholder v

80% 2007 2008 20

Increase in shareholder v

59%

40%

60%

9% 5%

2

20%

40%

urns

(*)

‐14%‐20%

0%

Tota

l Ret

‐32%‐37%

‐49%‐60%

‐40%

T

60%

Source: http://www.customerthink.com/article/return_on_customer_experience_investments(*) The broader stock market, generating cumulative total returns

ces lead to…

value

009

value

26%

10%CxP Leaders

S&P 500 index

Classification based on Forrester Research's Customer Experience

CxP LaggardsCustomer Experience Index study

25

geert.martens@4

http://www.slideswww.4cconsulting.com

4Cconsulting.com @geert_martens

hare.net/gmartens http://be.linkedin.com/in/martensgeert