{"id":17816,"date":"2022-12-07T15:37:00","date_gmt":"2022-12-07T15:37:00","guid":{"rendered":"https:\/\/inmoment.com\/?p=17816"},"modified":"2024-08-09T12:38:11","modified_gmt":"2024-08-09T18:38:11","slug":"moments-that-matter-in-customer-experience-which-to-focus-on-why","status":"publish","type":"post","link":"https:\/\/inmoment.com\/blog\/moments-that-matter-in-customer-experience-which-to-focus-on-why\/","title":{"rendered":"Moments That Matter in the Customer Experience: How Driver Analysis Helps Identify Which to Focus on & Why"},"content":{"rendered":"\n

In our recent blog<\/a>, we discussed how you can improve your customer experience<\/a> (CX) strategy in five simple steps. Customer experience often relates to the long-term relationship between customers and the companies they do business with. It reflects the summary of experiences at different points along the customer journey\u2014such as considering doing business with a brand, making a purchase and becoming a customer, receiving additional services, having issues resolved, etc\u2014and includes multiple channels: phone, in-person, email, and so on. These various interactions along the customer lifecycle<\/a>\u2014and, more specifically, those that have the most impact on the business\u2014are what we like to call \u201cMoments That Matter\u201d\u00a0 (MTM) in customer experience.<\/p>\n\n\n\n

But are there some moments that matter more than others in the overall customer experience? And if so, how do we assess their importance?<\/p>\n\n\n\n

Five Questions to Address<\/strong><\/h2>\n\n\n\n
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  1. What Are \u201cMoments That Matter?\u201d<\/strong> <\/li>\n\n\n\n
  2. How Are \u201cMoments That Matter\u201d Determined?<\/strong><\/li>\n\n\n\n
  3. How Are \u201cMoments That Matter\u201d Measured?<\/strong><\/li>\n\n\n\n
  4. How Is the Importance of Each \u201cMoment That Matters\u201d assessed?<\/strong><\/li>\n\n\n\n
  5. Why Does the Technology You Use to Understand These Moments Matter?<\/strong><\/li>\n<\/ol>\n\n\n\n

    Question #1: What Are \u201cMoments That Matter?\u201d<\/strong><\/h2>\n\n\n\n

    In the past couple of decades, it has become more clear that consumers are after more than just the \u201cproduct\u201d they purchase. Their choice to support a brand is more than just rational decision-making; it\u2019s about emotions, too. Today\u2019s organizations realize this; so, they try to continuously improve the way in which they deliver those experiences. <\/p>\n\n\n\n

    For example, many organizations measure call center experiences as a part of their CX program, which is a smart move. Service and support is a key element that defines customer experience, and it frequently generates memorable moments. But is the call center interaction all<\/em> that matters for the customer?<\/p>\n\n\n\n

    \u201cMoments That Matter<\/a>\u201d are the specific interactions\u2014like a particularly superior or terrible call center experience\u2014that trigger customers\u2019 feelings and leave lasting impressions. These are the specific experiences that stand out more than others and impact the customers\u2019 long-term opinions about the organization overall. Additionally, they can likely lead to a make-or-break decision about their future relationship with the organization. <\/p>\n\n\n\n

    Question #2: How Are \u201cMoments That Matter\u201d Determined?<\/strong><\/h2>\n\n\n\n

    A key step to identifying the \u201cMoments That Matter\u201d is understanding the customers\u2019 journey throughout their relationship with the organization, from consideration and researching the product or service they need all the way through using said product or service. <\/p>\n\n\n\n

    Mapping this journey starts with the organization\u2019s knowledge of its key customer touchpoints. Next, customers provide feedback and further input to pinpoints those touchpoints most important to them. They also provide context about their best and worst experiences, wins, and pain points<\/a>. This mapping helps brands focus on the key \u201cMoments That Matter,\u201d because, in reality, not every touchpoint and every experience is as impactful as others in creating healthy and long-lasting relationships.<\/p>\n\n\n\n

    Question #3: How Are \u201cMoments That Matter\u201d Measured?<\/strong><\/h2>\n\n\n\n

    After understanding what \u201cMoments That Matter\u201d are, the next step is to measure the brand\u2019s performance at each of those moments. This is typically done using a survey format that first asks customers to evaluate their overall experience with the company. Then, it should ask which MTMs they have experienced and evaluate those they are familiar with.  It may also be effective to rate some MTMs on a battery of actional deep-dive attributes.<\/p>\n\n\n\n

    Question #4: How Is the Importance of Each \u201cMoment That Matters\u201d Assessed?<\/strong><\/h2>\n\n\n\n

    There are two general ways to assess the importance of each MTM: <\/p>\n\n\n\n