Micro moments of truth8/15/2023 Micro-Moment Managementįor continuous improvement and managing the micro moments during the experience of your customers, you can map the detailed touchpoints into Milkymap. But in order to optimize the customer experience, you need more in-depth information, that’s why you also need to visualize the micro moments. This is valuable to understand and communicate to stakeholders. In this case the name of the Customer Journey Map is called: ‘I, as a woman, use the online newspaper for the first time.’ Within the episodes you can define the emotions and channels. For example: within the life cycle ‘I become a customer’ you want to map the first-time payment and first-time usage of the online newspaper by female customers. To understand a specific life cycle episode or process, it is useful to map the journey from a customer’s perspective, but in a more detailed way than just a Customer Life Cycle. Photo by Jo Szczepanska on Unsplash Customer Journey Mapping Something happened which made me decide to leave. I tell the rest of the world I am a customer. I want to grow old and I am proud to be a customer. I accept the flaws and like the balance between prize, quality and speed. They have a place in my life, not in my heart (yet). I will not leave the company because I am used to it. I am used to how they deliver services, know the product and how they react when I need support. I decide to stay and renew once and again. I experienced that this company is good for me. It means that the first period was satisfactory enough to pay for the next period. This is the moment where the special treatment needs to take place this is what I pay for.Īfter a period, normally at contract renewal, I decide to stay. The brand promises are or are not visible. I decide to go for a product or subscribe for a service and do everything with this company for the first time. Prize is not that important at this stage it is the experience that counts and also the opinion of my network. I look for options and do research using different channels. The product may or may not be within your budget. Something happens in my life, which creates a need, or I see a product or service that I want being used by family or friends. I describe these major episodes as follows: This starts when the customer realizes he has a need until he decides to either stay with the company or leave. To help you understand contextual and behavioral levels, I describe them here: Customer LifecycleĬustomer Lifecycle Management is the visualization, measurement and control of the phases a customer goes through when dealing with a company from the absolute beginning until the absolute end of the life cycle. But how do you capture and communicate this in an easy way? For me, there are basically 3 levels of visualization to get a grip on the customer experience as a whole. We all agree that the world of the customer is important. Finding these moments of truth, these most important micro moments, is vital if you want to make a branded difference. Your customer loves the exact moment when dinner is served, when the airplane takes off, when your customer unpacks the product that just arrived home or when coming home from a visit to the theater. You can start working on delivering a fantastic customer experience only if you really understand all these things about your customer.Īfter executing steps 2, 3 and 4 of the list above, you can then choose where to invest, like focusing on a specific touchpoint. life events, habits, emotions, feelings, actions, behavior, persona drawings, emotion curves, touchpoints and the channels they use.
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