Understanding the ‘Moments Of Truth’ in Customer Relationships

Our client had spent a lot of money over a long period of time monitoring their customer service scores. Within the business these had taken on almost biblical importance and were used as a critical measure of company performance.

However, there were growing concerns over whether what was being measured was not necessarily what really made the difference to a customer, particularly when it came to the crunch moments in the relationship! We were asked to develop a research programme that would take a fresh look at the interactions they had with their customers.

Working hand in hand with the client stakeholders, a three-stage process was implemented to explore the key customer touchpoints – understand the steps within each interaction – and finally identify the critical ‘Moment of Truth’ where the customer/brand relationship could hang in the balance.

The results were a revelation for the management responsible for customer service. Many of the traditional metrics that had gained currency over the years turned out to be of minor concern to customers. The key, particularly to customer retention, was recognising the real ‘Moments’ of customer vulnerability and making the right response in that moment! In most cases this was nothing to do with offering some form of compensation but rather taking ownership of the problem, giving the customer a timeline for what was going to happen next and sticking to it!

Implementing these findings improved the overall Customer Satisfaction scores to market leading levels. This improved Customer Satisfaction performance has since been used to underpin the brand in a major above the line advertising campaign.