Page 35 - Warwickers Customers Count vflip2

moments of truth The moment in a transaction, service delivery or customer relationship at which customer expectations are at their sharpest and they are most demanding. The moment in time they make up their mind about your product or service. Memorable experiences build loyalty In any customer service procedure there are several points when customer awareness of 35 CUSTOMER EXPERIENCE MOMENTS OF TRUTH the quality of customer service is particularly high. These points have a greater effect on customer perceptions of the customer service they have received. It is usually appropriate to pay particular attention to these moments of truth because they form customer opinions about customer service as a whole. Within each touchpoint there are moments that matter more than others – this is where you focus your employees efforts. In the moment you can make an impression: positive, neutral or negative. It is about making every opportunity to make a positive difference when in contact with customers, by and large on the front lines. On the front lines are you actively involved in satisfying customers or exceeding their expectations? How do you educate your frontline employees on identifying these moments of truth and delighting customers? How do you empower them to take action at the right moment? What do you do to help those employees who do not think this way? Customer expectations are continuously rising as you and your competitors up the bar to get ahead. So you need to embed behaviours and be adaptable enough to introduce new ones too. We have talked a lot about exceeding expectations but this may not be the right goal for companies that don’t get the basics right. In some cases, the customer experience can improve, not because of a pleasant surprise but for the lack of negative one. So before you embark on a programme ‘to delight’ ensure you have the basics moments covered well.