In every customer journey, there are interactions that matter more than others. Those moments can cause customers to leave you, or lead to stronger engagement, or make customers more expensive to serve.
We call these key interactions “Moments of Truth,” and identifying them is among the most important findings of journey mapping and other customer experience research.
Why? Because these moments have a disproportionate impact on long-term loyalty and customers’ overall perception of the journey. In short, these moments matter most, and focusing on them makes your experience improvement efforts more cost-efficient and impactful. (more…)