defining customer moments
DESCRIPTION
Get to know your customers' interests and intents by listening and conversing with them across channels throughout their journey. By defining customer moments you will define meaningful customer experiences every time.TRANSCRIPT
Imagine walking alongside
each customer on their journey
and the ability to engage in an
ongoing conversation that
would reveal insights into their
interests and intents.
DEFINING
CUSTOMER
MOMENTS
Executive Summary
Trend • Consumer-centric marketing has replaced product centric
strategies. • Consumers are constantly in a state of evaluation – pre and post-
purchase• Their path to purchase is seamless across channels and screens.
Problem • Delivering the right message to the right person at the right time on the
right channel and on the right screen. • Keeping pace with technology and consumer adaptation is a seemingly
impossible feat and most marketers are in catch-up mode.
Solution• The data contained within each customer interaction with a brand –
Customer Moments – provide the marketer with intrinsic insights into not only interest but also intent.
• By listening, connecting and learning from these Moments across channels marketers can regain some of their clout and influence on the customer journey and optimize experiences in real-time.
Defining Moments
1. A point at which the essential nature or
character of a person, group, etc.,is
revealed or identified. (Customer Moment)
2. An occurrence that typifies or determines
all related events that follow. (Marketer
Moment)
• Every interaction a customer has with a brand + how and
when a marketer responds = defining moments that
speak volumes and reveal truths to both parties
• Moments to consumers are an emotional response to
how they feel treated by a company
• Moments to marketers are based primarily on facts
• Deeper insights for a marketer = more truth, more
relevance = a more positive experience for the
consumer.
Peak-end theory
• Noble Prize-winning psychologist Daniel Kahneman’s
Peak-End-Theory confirms that people’s memories
tend to be heavily influenced by the more intense
(good or bad) experiences and how they felt at the
end of the experience.
What’s in a Moment
BIG DATA CONVERTED INTO
SMALLER, MORE MANAGEABLE
AND MORE MEANINGFUL DATA
• Someone does something with something.
• Customer opens email. Friend shares a post. Fan
writes a bad review, Lisa buys winter boots, Jordan
loses his credit card, Bill books his 8th short-haul
flight online, Jennifer Marshall calls for mortgage
advice.
• The catalogue of possible Moments is limited only
by the channels, apps and assets used in a
campaign.
• And the list is certain to grow at a disruptive pace
with the seemingly infinite onslaught of channels,
digital devices and the powerful agility of mobile.
Empowerment
• The intrinsic value is the individual who did it, their
history with the brand, and how this new information
changes things.
• When did the interaction take place? Where, what
channel, what did they do next or prior? Is it a new
customer, VIP, winback?
• These measurable insights are invaluable tools in
a cross-channel marketer’s arsenal and key to
optimization and improved ROI.
A MOMENT ISN’T AS MUCH ABOUT
WHAT HAPPENED AS IT IS ABOUT
WHO DID IT.
Silos vs. Ripples
X• Talking to customers on disconnected channels is proven
to be exceedingly time and cost inefficient, not to mention the negative reflection it increasingly has on marketer/customer relationships.
• In a recent poll, 9 out of 10 consumers said a bad customer experience would lead them to do business with another brand.
• Provide the best offer by knowing your customers better
than everyone else does or can.
• Customer Moments take into account what they already
have, what they’ve already experienced across channels
and touch points (the good, the bad and especially the
ugly).
• The value of Social Moments such as Likes and Shares
extend even deeper with metrics that ultimately tie into
sales and conversions through Moments linked from other
channel behaviors.
The core of cross-channel
THE RIGHT MESSAGE ON THE
RIGHT CHANNEL AT THE RIGHT
TIME ON THE RIGHT SCREEN
TO THE RIGHT PERSON
The ROI of Moments
MAKE EVERY MOMENT COUNT
The Moments that Matter Most
• Receiving friendly and knowledgeable service
• Easy access to information and support
• Personalized experiences based on past
purchases and service issues
• Timely and relevant updates
The Moments that Hurt the Most
• Inconsistency, disconnectedness, inefficiency
• 5 out of 10 will give brands up to 1 week to
respond to a service inquiry before defecting
• 9 out of 10 consumers will start to do
business with another brand
The ROI of Moments
• 94% of consumers will pay up to 25% more
for a better experience.
Learn more
Contact us to learn more about Moments-based
solutions or for a custom demo based on your
cross-channel needs.
Alan Shuster
CEO
Ben Watson
CMO