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Winning Customer Loyalty: When, Where, And How To Focus
Your Omni-Channel Efforts

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.

These defining moments are called Moments That Matter.

These

Defining

Moments

Are Called

Moments

That

Matter.

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.

Three Key Discoveries

emerged from Accenture’s research and analysis:

Three key discoveries

Where To Focus:

There are moments that matter most

When To Focus:

The last moment leaves a mark

How To Focus:

The moment "must haves" are customer flexibility and choice

Get The Essentials

The Big Read

The Big Read
20 Min Read

Which moments matter most when impacting a customer’s level of happiness with a brand? Discover the three key discoveries emerged from Accenture’s research.

Explore The Series

20 Min Read
Explore The Series
20 Min Read
Explore The Series

The Moments That

The moments that matter most

Four specific moments emerged from the pack as the moments that matter:

The moments that matter most
Resolving a service or technical question or issue

Resolving a service or technical question or issue

Paying a bill

Paying a bill

Upgrading or changing service or a device

Upgrading or changing service or a device

Resolving a billing question or issue

Resolving a billing question or issue

The Last Moment

The last moment leaves a mark

Moments that Matter have a direct and lasting impact on sentiment and loyalty.

77% of consumers feel a brand earns their loyalty if they take immediate action when they are unhappy. 77

of consumers feel a brand earns their loyalty if they take immediate action when they are unhappy.

After a bad experience...

After a bad experience...
38

of consumers shifted some spend elsewhere

39

immediately stopped doing business with the brand

Moment Must Haves:

Moment must haves: flexibility and choice

A flexible, dynamic, persistent experience is a “must have” for brands to drive higher iKMI and profitability.

12x

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.

75% of customers

75% of customers

expect to be able to use multiple channels to complete a moment, picking up where they left off, without having to start over or repeat themselves.

Only 13% of customers

Only 13% of customers

find digital-physical well aligned.

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