Is this the Moment of Truth Everyone Is Talking About?


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Have you ever come across a Moment of Truth? I’m not talking about those times when you were caught for doing something naughty. I am talking about those moments of truths when you decided to move away from or towards to something or someone. Same way every time our client has an interaction with us, we either enforce or weaken the relationship with them. Drive them closer or further from us.

Moment of truth doesn’t have such an ominous name for nothing. They may feel insignificant to most of business leaders or customer servants. Yet another interaction with a client. Who cares, there are hundreds of them through the day! Well, the customer won’t see it that way. And we won’t see it that way. For them every interaction with the business is unique. Something that will make them come again and recommend to friends or to stay away forever. For some serving those clients, it may be hard to remember that uniqueness sometimes? Luckily we do remember because we care!

Funnily enough those moments of truths may linger in the air like a bad wind. Something that went wrong long time ago stays in our minds. Or something that was so amazing (almost like your new born baby) stays in your mind forever. I won’t forget it ever when I received my car from service cleaned both inside and outside (and no extra charge!) for the first time. Hadn’t seen that before. It felt amazing. I actually got my car back better than I gave it to those service people. Small thing, but at least I will remember it for long. Now I am used to it though. It’s not as amazing anymore. I actually expect to get my car back clean after service! That’s how moments of truths shape our behaviour and expectations as customers, too.

I am sure you are thinking about so what already. How does all this relate to me then? Well, let’s start by asking whether your company actually has mapped out customer journeys and identified all the relevant moments of truths? If not, then maybe that’s a place to start? If you have already mapped out the moments of truth, are you measuring them? If yes, great! Do you get the insights you need to improve them? If not, then you need to start looking into best ways of measuring those crucial customer touch points. That is how you will build remarkable moment of truth every time.

How was this article as a moment of truth for you? Go ahead and share your thoughts in the comment box near by.

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Janne Ohtonen, Ph.D.
Dr Janne Ohtonen, Director of Customer Experience Management, has dedicated his life to making this world a better place to all customers. He fights against bad customer experiences, ensuring that companies serving their customers are not only profitable but also enjoyable to do business with for a long time.


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