What should you do to excell on all "Moments of Truth" and deliver a great customer experience? What are best practices in Moment of Truth Management? This presentation (part of a larger one called "The truth about Moments of Truth") discusses global best practices in CEM en MoTM.

1. http://www.flickr.com/photos/kallifornia24/40311354/sizes/l/in/photostream/
The truth about Moments o
of Truth
Geert Martens, practice leader 4C Consulting
p g
geert.martens@4Cconsulting.com @geert_martens http://www.slidesha
are.net/gmartens http://be.linkedin.com/in/martensgeert

2. Top
T Customer
C t
mana
agement Behavioral
Experience
com
mmitted principles
designed
defined
Employees Moments of
engaged Truth
understood
Processes
designed KPIs
KPI
measured

3. Top management
T t
committed

4. Top
T Customer
C t
mana
agement Behavioral
Experience
com
mmitted principles
designed
defined
Employees Moments of
Customer experience transformation requires a engaged Truth
multi-year journey (no silver bullet).
Embracing customer experience is a p
g p process,
,
understood
one that requires fundamental shifts in how
your business behaves and is organized.
Best-in-class senior executive teams: Processes
• believe in the differentiating power of designed KPIs
KPI
customer experience: investment and no a measured
cost
• sustain the effort for the entire journey:
resources and budget.
• set the example with their own behavior
• encourage colleagues to observe and
challenge the organization through
customers’ eyes.
• monitor the effects

5. Customer Experience
p
designed

6. Top
T Customer
C t
mana
agement Behavioral
Experience
com
mmitted principles
designed
defined
Corporate mission and vision is embedded in
the
th organization and h b
i ti d has been t translated i t
l t d into Employees Moments of
company and brand values engaged Truth
Customer segments have been designed and understood
selected
Customer experiences have been designed for
each customer segment in terms of emotions
(+ and - = “the emotional profile”) and are Processes
aligned with company and b d values.
li d ith d brand l designed KPIs
KPI
measured
The CE is authentic:
• "You can fool some of the people all of the
time, and all of the people some of the time,
but you cannot fool all of the people all of the
time.
time." (P.T. Barnum)
• Customer experience is an organizational
mindset: “It's not something a business
buys, it's something a business becomes.”
• Designed outside-in (and not inside-out)

7. Behavioral
principles defined

8. Top
T Customer
C t
mana
agement Behavioral
Experience
com
mmitted principles
designed
defined
The customer experiences has been made
concrete for customers and employees:
t f t d l Employees Moments of
“behavioral principles” have been defined engaged Truth
that are the embodiment of the company understood
values, the brand values and the emotional
profile.
Processes
Behavioral principles:
• help employees to consistently deliver the
designed KPIs
KPI
designed customer experience measured
• Are consistent across customer segments
E.g. JetBlue behavorial principles:
• Be in Blue always
• Be personal
• Be the answer
• Be engaging
• Be thankful to every customer

9. Employees engaged
Employees engaged
(Don’t open a shop unless
you like to smile ‐ Chinese Proverb)
y )

10. Top
T Customer
C t
mana
agement Behavioral
Experience
com
mmitted principles
designed
defined
“You can design and create, and build the most
wonderful place i th world. B t it t k
d f l l in the ld But takes Employees Moments of
people to make the dream a reality.” (Walt engaged Truth
Disney)
understood
You cannot sustain great customer experiences
unless your employees are bought-in to the
experience and are aligned with the effort.
Processes
Key focus points: designed KPIs
KPI
• Recruit the right people = willing and able to measured
behave according to the behavorial principles
• D ’t underspend on t i i
Don’t d d training
• Make it easy to do the right thing
• Find ways to celebrate: go for sprints that
create tangible value & and celebrate these
accomplishments to motivate teams for the
marathon ahead
• Reward the right brand behaviors
• Continous focus on change management and
organizational design

11. Moments of Truth
understood

12. Top
T Customer
C t
mana
agement Behavioral
Experience
com
mmitted principles
designed
defined
The customer journey (chain of interactions)
is
i mapped f
d from th customer’s perspective
the t ’ ti Employees Moments of
for each stage in the customer lifecycle and for engaged Truth
each key customer segment.
understood
All Moments of Truth are known, understood
and documented (interaction & touchpoint).
Processes
The voice of the business is listened to:
• All customer knowledge among customer-
designed KPIs
KPI
interaction employees is taken into account. measured
The voice of the customer drives business:
• “An external focus is an antidote to internal
politics”
• C t
Customer complaints: every piece of
l i t i f
negative feedback represents an opportunity
for improvement.
• Customer feedback is used to uncover
everything that's going right: on the lookout
for “hero stories”.

13. Processes designed

14. Top
T Customer
C t
mana
agement Behavioral
Experience
com
mmitted principles
designed
defined
Objective: reinforce the experience (company
& brand and emotional profile) with every
b d d ti l fil ) ith Employees Moments of
interaction, not just communications engaged Truth
understood
For each MoT a process is designed and
system support is implemented (operational
excellence) for each key customer segment:
Processes
• Pro-active & reactive: not just customer
service designed KPIs
KPI
• Customer-centric: from the customer’s measured
perspective
• H
Humanized: hi h t h & hi h touch
i d high tech high t h
• Integrating all touch points
• Leveraging organizational alignment:
marketing, sales, channel, operations,
marketing sales channel operations
customer service,…
• Aligned with contact and channel strategy
for each customer segment

15. KPIs measured

16. Top
T Customer
C t
mana
agement Behavioral
Experience
com
mmitted principles
designed
defined
Key traits of best-in-class monitoring &
steering:
t i Employees Moments of
• The journey towards great customer engaged Truth
experiences is measured on a continuous understood
basis: pulse checks to create accountability.
• CE KPIs are aligned with the way customers
evaluate their experience: know what your
customers find important and know how Processes
customers measure your performance!
t f ! designed KPIs
KPI
measured
Examples of CE KPIs:
• C t
Customer satisfaction on M T
ti f ti MoT
• Net Promoter Score
• Behavioral principles adoption
• E l
Employee engagement t
• Employee turn-over
• Price elasticity among high-value customers
• C t
Customer complaints gap
l i t
• Core values rating

17. Top mgmt
committed
Shift the
Customer
demand
Experience
E i
curve
designed
Behavioral
principles
defined Reduce costs
Excellent Great
Employees
performance Custome er
engaged
on MoT Experienc
ces
Generate
Moments of revenues
Truth
understood
Processes Create
designed competitive
advantage
KPIs
measured

18. geert.martens@4
4Cconsulting.com @geert_martens
www.4cconsulting.com
http://www.slideshare.net/gmartens http://be.linkedin.com/in/martensgeert
http://www.flickr.com/photos/kallifornia24/40311354/sizes/l/in/photostream/