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Winning Customer Loyalty:
When, Where, And How To Focus
Your Omni-Channel Efforts
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.
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:
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
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.
The Moments That
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
The Last Moment
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.
After a bad experience...
38
of consumers shifted some spend elsewhere
39
immediately stopped doing business with the brand
Moment Must Haves:
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.
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
find digital-physical well aligned.
Who We Are
-
Dawn Anderson
Managing Director
-
Michelle McGlynn
Senior Manager
-
Krystin Conlan
Senior Manager