When you make a habit of tracking moments of truth and visualize them in your journey maps, you can: And from a business perspective, that means higher customer satisfaction levels, more repeat purchases and referrals, and a potential increase in revenue. Positive moments of truth can set your company apart from competitors, creating a better-than-average customer experience. Negative moments turn clients away, while positive ones contribute towards customer loyalty and brand advocacy. Moments of truth have a huge influence on the overall customer experience, as they hold power to shape our impression of the brand. In the experience section of our CJM tool, we use the Plutchik’s wheel, which portrays the intensity of emotions with color brightness and proximity to the center. So if the delivery is 45 minutes late, you probably won’t give the restaurant another chance, while the product itself - the pizza - is not at fault. The moment of truth will still happen with the first bite. Or take service: even if the pizza is tasty when it comes out of the oven, it’s going to be less delicious when the crust dries off and the cheese cools down. At this point, you either fall in love with the restaurant or you don’t. But the moment of truth comes once you taste the pizza itself. The menu has lots of choices, the pictures are mouth-watering, the callback service is flawless, and the delivery is lightning-speed. Now, let’s imagine you order a pizza delivery from an Italian place. And you leave thinking you’d have another hot dog any day but would never go to that brasserie again. But the point is product quality often overshadows all other aspects like atmosphere, delivery speed, or bad reviews on TripAdvisor. Have you ever had the most delicious hot dog at a godforsaken gas station? Or, on the contrary, was disappointed by an over-salted dish at a fancy brasserie? Of course, the expectations from the second venue are higher. Quality, service, value for money, consistency, and personalization can all be pieces of that puzzle. In simple words, these are the touchpoints where your clients either fall in love with your product or turn away and leave. Moments of truth represent the points in the journey where a key event occurs and the customer forms an opinion about the brand. 5 How to highlight moments of truth in UXPressia.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |