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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
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.
Four specific moments emerged from the pack as the moments that matter:
Resolving a service or technical question or issue
Paying a bill
Upgrading or changing service or a device
Resolving a billing question or issue
Moments that Matter have a direct and lasting impact on sentiment and loyalty.
of consumers feel a brand earns their loyalty if they take immediate action when they are unhappy.
of consumers shifted some spend elsewhere
immediately stopped doing business with the brand
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.
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.
find digital-physical well aligned.