Greetings. Even the best product companies understand that the quality of their customer experience is as important as the quality of their "stuff." Sure it helps to have the best technology, the most effective solution, or the easiest product to use, but it's also essential to provide the right service, support, and knowledge…along with a high level of responsiveness at those critical times that matter most. And if your business, government agency, or nonprofit organization offers a service, then the quality of your customer experience is everything.
One simple way to understand how to deliver the most compelling value is to think about the experience of being your customer from start to finish, and to identify the key moments when you have the opportunity to strengthen your relationship. This idea was made popular many years ago by Jan Carlzon, former President and CEO of Scandinavian Airline Systems (or SAS). Charged with the job of turning around a company that was losing money and alienating a lot of its customers, he set out to create an organization that was much more customer-focused and committed to exceeding customer expectations. This meant identifying the essential "moments of truth" in the airline's relationship with its customers, and figuring out how to make them as remarkable as possible.
Carlzon would would define "moments of truth" in the following way: "Any time a customer comes in contact with any aspect of our business, however remote, and has an opportunity to form an impression." In the airline business this meant those "moments" when customers received information about SAS and their travel options, made a reservation, arrived at the airport, checked in, boarded the plane, experienced the flight, left the plane, and picked up their bags. It also meant any other important interactions with SAS employees, including how problems were resolved. Getting these right would enable SAS to become one of the world's most highly-regarded airlines during the early 1980's.
But what about your business? Why not take the time to think about the moments of truth in your world? And, how to drive innovation and value in meeting the real needs of your customers. In fact, it's a great way to get your team to focus on what really matters!
We win in business by understanding what really matters to those we choose to serve, and committing to be brilliant at the most important interactions. No matter how great your offerings are, you're likely to win or lose based on the magic of the experience you deliver.
Cheers and have a great week ahead!
