As Will Rogers said, “you never get a second chance to make a good first impression.” And in the case of brand experiences, one of the reasons why these moments are important emotionally is that they often reflect a certain risk the customer has taken–a leap of faith that they have done the right thing in ordering that iPhone or booking that resort. Apple realized years ago that the moment of “unboxing” a new toy such as an iPhone was a key moment of truth and so put extensive focus on the packaging experience. When you first walk into the BMW dealership after looking at magazine ads for years, or when you first arrive at the Caribbean resort that you spent months researching and hours travelling to, these are moments where a customer’s eyes are wide open to evaluate the relationship and determine whether the brand is a good fit. There are three key characteristics to look for that indicate that a moment in the customer journey may be a key “moment of truth.”ġ. So how do you know which are the moments of truth? Moments of truth are those interactions where the customer has heightened receptivity to a re-evaluation of the relationship, for better or for worse. Getting ‘moments of truth’ right goes a long way toward “making up” for any other moments in the journey that are not yet totally optimized. So, while you’d optimally like each and every interaction in the customer journey to be perfect, using the filter of “moments of truth,” you can identify those that have a disproportionate impact on the customer’s long-term mindset about your brand. Then, you can invest in those moments more urgently and disproportionately. So, which are the most important touch-points? Well, let’s start with asking, what is the actual purpose of the customer journey? For the brand, the purpose is to build customer engagement and loyalty. Each time your customer uses your product, checks your site, views your postings on social media, or does anything else to connect with your brand, they are embarking on a journey. What are the moments of truth? Your complete customer journey is probably composed of a large number of interactions. So how do you prioritize? I suggest you start with the moments of truth. There is a need to prioritize improvements so that the customer journey can be shifted toward the future state over time, but in phases. This process can sometimes be quite daunting because when the future state vision is ambitious, the gaps are very significant. The process involves determining the highest value future-state story, then comparing to the “real world” current-state journey so that we can define the work that needs to be done to shift the journey to the future state. We work with many brands to define these types of future-state customer journeys. An ideal customer journey provides an effective, enjoyable and consistent customer experience through the entire process. When they get home, they may call your support center for help, access the product manual from their mobile phone, and re-order supplies via Alexa voice commands. They may see your ad, then browse your site, subscribe to your social channel, see a post that leads them to your retail store where they interact with your salesperson, and buy your product. The customer journey is the story of the series of interactions your customer has with various touchpoints in their ongoing relationship with your brand. Howard Tiersky, CEO and Founder of FROM explains how, just as a detailed blueprint is essential for constructing a beautiful building, defining a clear and differentiated vision of the customer journey is a critical step in delivering a great customer experience
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