While there are many Moments of Truth across a customer’s interaction with a brand, certain moments are likely to have a more significant impact than others on a customer’s level of happiness with the brand.
In today’s increasingly competitive environment where customer expectations continue to rise, it is essential to get these Moments that Matter (MTM) right. Brands can maximize returns on their investments by choosing to focus time and energy on a few meaningful moments with their customers.
There are moments that matter most
The last moment leaves a mark
The moment "must haves" are customer flexibility and choice
Four specific moments emerged from the pack as the moments that matter:
Moments that Matter have a direct and lasting impact on sentiment and loyalty.
A flexible, dynamic, persistent experience is a “must have” for brands to drive higher iKMI and profitability.
Customers who use multiple channel types to complete a moment have a iKMI 12X higher and are typically
15-25% more profitable than human-, digital-, or physical-only customers.