The concept of moments of truth was originally articulated by A.G. Companies may aim to provide a seamless experience, but far too many aren’t there yet. The third stage of a journey likely to hold a Moment of Truth is during a hand-off, which may be rife with pain points for the customer. But the end of the journey holds equal, if not greater, importance.Īs Daniel Kahneman found in his Nobel Prize-winning research on memory, endings are one of the key determinants for how positively or negatively we view any given journey, despite what may have happened earlier on.Īs a result, that lasting last impression can have an inordinately strong impact on whether we’re willing to return to a company for future journeys. If the beginning goes badly, it may also be the end. Moments of Truth vary between customer segments, but we’ve found they are most likely to occur during these three stages of the journey: When Do Customer Journey Moments of Truth Occur? In short, these moments matter most, and focusing on them makes your experience improvement efforts more cost-efficient and impactful. Why? Because these moments have a disproportionate impact on long-term loyalty and customers’ overall perception of the journey. We call these key interactions “Customer Journey Moments of Truth,” and identifying them is among the most important findings of journey mapping and other customer experience research. Those moments can cause customers to leave you, or lead to stronger customer engagement, or make customers more expensive to serve. In every customer journey, there are interactions that matter more than others. What Are Moments of Truth in Customer Journey In this article, I’ll explore these crucial moments and their impact on customer experience. In 2011, Google introduced the “Zero Moment of Truth” concept, adding to the existing framework. These moments can make or break a customer’s relationship with a company. They occur at different stages, from research to purchase and beyond. The customer journey moments of truth are pivotal points that determine and shape a consumer’s view of a brand.
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