Customer Experience Management: the Value of “Moments of Truth”

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Customer Experience Management: The Value of “Moments of Truth” Part 1 of 2 By Bob Thompson CEO, CustomerThink Corporation Founder, CRMGuru.com May 2006 Compliments of Copyright © 2006 CustomerThink Corp. All Rights Reserved. Licensed to RightNow Technologies for Distribution Customer Experience Management: The Value of “Moments of Truth” Table of Contents Executive Summary ..................................................... 1 What Is Customer Experience Management? ............. 2 How Important Are Experiences to Your Customer? ... 6 Emotions Make Experiences Memorable .................. 10 Getting It Right at “Moments of Truth” ....................... 13 Living Your Brand…show more content…
In a second paper, we’ll analyze CEM from the enterprise perspective, and highlight performance gaps and methodologies to improve customer experiences while driving loyal and profitable relationships. Consider what customers had to say in our recent survey. Some key findings include the following: In earning their loyalty, customers rate their quality of interactions with an organization as equally important to the quality of the goods or services purchased. Off-shoring and IVR initiatives, popular methods to cut the cost of customer interactions, have not improved customer experiences for more than 90 percent of survey respondents. In contrast, investing in employee training and Internet-based sales and support has generally had a more positive effect, improving customer experiences more than a third of the time. Post-sales service/support activities are the most likely to generate a “memorable” experience, either positive or negative, because of the strong emotions that often result in problem situations. Memorable experiences build loyalty—31 percent of customers in the survey recommended the company to a friend or colleague, and 19 percent increased their purchases. “Well-trained and helpful employees” is the top attribute of companies that provide “consistently excellent” customer experiences. Copyright © 2006 CustomerThink Corporation Licensed to RightNow

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