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Who is Accountable for the “Moments of Truth” of the Customer Experience?
by Jeanne Bliss on October 18, 2012
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You can begin creating accountability for operational metrics by consistently defining the customer experience. It’s likely as you travel through your organization that if you can ask three people to define the stages of your customer experience, you’ll get three different answers. Not only will the answers be different; the interpretation won’t even mean the same to all three.
The first job here is to define the customer experience in stages that characterize the customer relationship with you. (See Customer Experience Competency #1 – Company Wide Alignment around Experience )
Once the customer experience is defined, get granular on the contact points.
From my early days doing this work, I have used the discipline of defining these contacts as the “moments of truth” of the customer experience. The “moments of truth” were established when Jan Carlzon was CEO of SAS airlines and the airline was facing losses of $20 million after seventeen consecutive years of profitability. He came up with them as a way to elevate the purpose of the business and the importance of each individual moment with customers. He catapulted the company to profitability in part by focusing on identifying and taking accountability for the delivery of the moments of truth.
Read the entire Jeanne Bliss article
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