A contact can be a meeting, a letter, a phone call, an e-mail, a fax, – or any way in which your business comes into contact with a customer. Therefore, what you have to do is increase the satisfaction level of each customer when any contact occurs. Number 3 shows the drop in interest level and satisfaction when a business pays little attention to the interaction.Īnd finally, number 4 highlights the increase in satisfaction gained by using Moments Of Truth techniques. By breaking down each step to create a very positive experience, satisfaction levels are raised significantly. Notice the Moment Of Truth was a negative experience reducing the customer’s satisfaction – and therefore creating discontent.Ģ shows the Moments Of Truth approach. Number 1 shows the effect on the customer when little thought has gone into the interaction with them. It shows how at each contact or Moment Of Truth you need to ensure each interaction is a favourable one for your customers… Scandinavian Airlines prospered because they worked very hard to make sure each Moment Of Truth with their customers was a very positive experience and the results they achieved were a testament to this. He calls these ‘Moments of Truth’ and, of course, each interaction can be a positive or a negative experience. Now, as you know, there have been many books written on customer service, but where this book and Carlzon’s strategy really stands out, is his focus on each interaction the customer has with the business. It explained how he took the airline from deficit to profit by ‘moving’ the airline to a customer-focused organisation. Way back in 1987, Jan Carlzon the CEO of Scandinavian Airlines, wrote the book, ‘Moments Of Truth’. So, what exactly are Moments Of Truth? Let me explain. This added value approach may sound hard to believe, but in the next few minutes you’ll see for yourself just how powerful Moments Of Truth can be. I’m going to explain how you can transform the experience every customer has with you – so they not only stay with you for longer, they also refer you more frequently and will be much less resistant to price increases. Moments Of Truth are a key factor when it comes to growing your business, particularly in this new economy. This tutorial focuses on Moments of Truth and whilst it’s great for helping to retain and maximise sales and profits from EXISTING customers, it also plays a massive part when it comes to acquiring NEW customers. UseMomentsOfTruth Hello and welcome to ‘Grow Your Business In 5 Days’. Grow Your Business In 5 Days – Day 2: Tutorial 4
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