Preview

Customer Experience Management: the Value of “Moments of Truth”

Powerful Essays
Open Document
Open Document
7910 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Customer Experience Management: the Value of “Moments of Truth”
Customer Experience Management: The Value of “Moments of Truth”
Part 1 of 2

By Bob Thompson CEO, CustomerThink Corporation Founder, CRMGuru.com

May 2006

Compliments of

Copyright © 2006 CustomerThink Corp. All Rights Reserved. Licensed to RightNow Technologies for Distribution

Customer Experience Management: The Value of “Moments of Truth”

Table of Contents
Executive Summary ..................................................... 1 What Is Customer Experience Management? ............. 2 How Important Are Experiences to Your Customer? ... 6 Emotions Make Experiences Memorable .................. 10 Getting It Right at “Moments of Truth” ....................... 13 Living Your Brand ...................................................... 15 About the Research and Author................................. 16

About the Sponsor
RightNow (RNOW) is leading the industry beyond CRM to high-impact Customer Experience Management solutions. More than 1,500 companies around the world turn to RightNow to drive a superior customer experience across the frontlines of their business. As a win-on-service strategy becomes a business imperative, Customer Experience Management solutions have become essential for business success. Founded in 1997, RightNow is headquartered in Bozeman, Montana, with additional offices in North America, Europe and Asia. For more information, visit www.rightnow.com.

Copyright © 2006 CustomerThink Corporation Licensed to RightNow Technologies for Distribution

i

Customer Experience Management: The Value of “Moments of Truth”

Executive Summary
Nearly 25 years ago, Jan Carlzon engineered a turnaround at Scandinavian Airlines by improving “moments of truth” in passenger interactions with the airline. Since then, relationship marketing and Customer Relationship Management (CRM) have been mostly concerned with how to market to customers and get value from them, often with IT-based strategies. But largely forgotten was the insight
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Facility Design
    • 7258 Words
    • 47 Pages

    Facility Design

    .16 Experience Management + Satisfaction…………………………16 6.1 Experience Management……………………………………… .16 6.1.1 Experience Economy……………………........……..…… .17 6.1.2 Staging Memorable Experiences ………………………… .17 6.1.3 Adding Value.…………………………………….…

    • 7258 Words
    • 47 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Myer Swot Analysis
    • 3694 Words
    • 15 Pages

    Myer Swot Analysis

    References: 3. Lamb, CW., Hair, J.F., and McDaniel, C.(2005), “Chapter 20: Customer Relationship Management (CRW)”, Marketing (8 th ed), Thomson south-Western, Mason OH, pp.658-687…

    • 3694 Words
    • 15 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    customer relationship management
    • 542 Words
    • 3 Pages

    customer relationship management

    Customer relationship management or CRM is not just the application of technology, but is a strategy to learn more about customers' needs and behaviours in order to develop stronger relationships with them. It enables businesses to:…

    • 542 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Nordstrom Knowledge Management
    • 903 Words
    • 4 Pages

    Nordstrom Knowledge Management

    It represents a company’s approach to developing full-knowledge about customer behavior and preferences and to developing programs and strategies that encourage customers to continually enhance their business relationship with the company. According to Forbes (2013), Recent studies show that companies with a fully utilized CRM system can increase sales by 29%. Today, more and more companies are adopting customer-centric strategies, programs, tools, and technology for efficient and effective customer relationship management. In-depth analyzes and integrated customer knowledge is needed in order to build close cooperative relationships with their customers and develop a greater degree of integration between marketing, sales, and customer service in organizations. In today’s society, the emergence of technologies is significantly changing how companies interact and communicate with their customers (Rouse, 2014). Customer relationship software consolidates customer information and classifies into a single database so business users can more easily access and manage it. Under the system, each customer will have a profile created with their information, such as purchase history, spending ability and buying preferences. The program also includes contacting the customer through the company's website, telephone, email, direct mail, marketing materials and social…

    • 903 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Starbucks’ Mission: Aligned with Its Strategies
    • 1846 Words
    • 8 Pages

    Starbucks’ Mission: Aligned with Its Strategies

    Rae, Jeneanne. 27 Nov 2006. The Importance Of Great Customer Experiences? Business Week. Retrieved 20 July 2007 from http://proquest.umi.com/pqdweb?index=60&did=1166573331&SrchMode=3&sid=2&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1184944933&clientId=29440&aid=1…

    • 1846 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Cheeseburger Challenge
    • 272 Words
    • 2 Pages

    Cheeseburger Challenge

    The basic premise of this challenge was how to keep the customer happy. This is the number one question any company should have as priority one. The use of an integrated research team performing surveys of focus groups, and other valuable research should be a cornerstone to any future marketing strategy.…

    • 272 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Marketing Cross-Functional Relationship During Npd
    • 10576 Words
    • 43 Pages

    Marketing Cross-Functional Relationship During Npd

    Ryals Lynette (2001), Cross-functional Issues in the Implementation of Relationship Marketing through Customer Relationship Management, European Management Journal, 19 (5), pp. . 534-542…

    • 10576 Words
    • 43 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    kotler mm 14e 01 ippt 1

    • 542 Words
    • 8 Pages

    kotler mm 14e 01 ippt 1

    1 1 Defining Marketing for the 21st Century What is Marketing?…

    • 542 Words
    • 8 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Organisational Strategic Marketing Policies and Its Impact on Customers' Brand Loyalty. a Comparative Study of Glo Mobile and Mtn.
    • 1405 Words
    • 6 Pages

    Organisational Strategic Marketing Policies and Its Impact on Customers' Brand Loyalty. a Comparative Study of Glo Mobile and Mtn.

    In our world today, the main objective of any business concern is to make profit but many organisations find it difficult to meet customers’ needs let alone to enjoy their loyalty due to the challenges of marketing operations in an environment.…

    • 1405 Words
    • 6 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Welcome to the Experience Economy
    • 356 Words
    • 2 Pages

    Welcome to the Experience Economy

    In this Journal, the author explained all about experience economy elaborating on when and how to enter the emerging experience economy. According to the journal, an experience occurs when a company intentionally uses service as the stage, and goods as props, to engage individual customers in a way that creates a memorable event. I agree with the author when he mentioned that no two people can have the same experience, because it depends on the individual’s state of mind and how he personally perceives the experience. Two ways of thinking about experiences is customer participation and connection or environmental relationship. Customer participation include active participation in which customers play key roles in creating the event that yields the experience and passive participation in which customers don’t affect the event that yields the experience. Connection and environmental relationship on the other hand unites customers with the event or performance, this include absorption and Immersion. The first principle of designing a memorable experience is to “theme the experience”. An effective theme must drive all design elements and staged events of the experience that captivates the customer. The second principle is to “harmonize impressions with positive cues”. In creating the desired impression, companies must provide cues that affirm the nature of the experience. A third principle is to “eliminate negative cues” that contradicts the theme. The fourth design is “mix in memorabilia” which implies that the service or goods should be designed in a way that convey memories of the experience. The last in designing memorable experiences is to “engage all five senses” because the more senses an experience engages the more effective and memorable it can be. As we are now moving into the service experience economy Era, I believe service firms must take note of how they can make use of the…

    • 356 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Quality of Education at Northern University Bangladesh using Malcolm Balridge Education Criteria for Performance Excellence
    • 16330 Words
    • 66 Pages

    Quality of Education at Northern University Bangladesh using Malcolm Balridge Education Criteria for Performance Excellence

    Table of Contents Executive Summary i Leadership i Strategic Planning ii Customer focus iii Knowledge management iii Workforce Focus iv Operations Focus v Results v 1. Introduction 1 1.1 Background 1 1.2 Problem Statement 3 1.3 Objective 3 1.4 Rationale 3 2. Literature Review 4 2.1 Quality defined 4 2.2 Quality of private universities in Bangladesh 5 2.3 Quality measures in education 6 2.4 Malcolm Baldrige Award 7 2.4.1 Leadership 8 2.4.1.1 Senior Leadership 8 2.4.1.2 Governance and Societal Responsibilities 9 2.4.2 Strategic Planning 9 2.4.2.1 Strategy Development 10 2.4.2.2 Strategy Implementation 10 2.4.3 Customer Focus 11 2.4.3.1 Voice of the Customer 11 2.4.3.2 Customer Engagement 11 2.4.4 Measurement, Analysis, and Knowledge Management 12 2.4.4.1 Measurement, Analysis, and Improvement of Organizational Performance 12 2.4.4.2 Management of Information, Knowledge, and Information Technology 12 2.4.5 Workforce Focus 12 2.4.5.1 Workforce Environment 13 2.4.5.2 Workforce Engagement 13 4.2.6 Operations Focus 13 4.2.6.1 Work Systems 13 4.2.6.2 Work Processes 13 2.4.7 Results 13 2.4.7.1 Student Learning and Process Outcomes 14 2.4.7.2 Customer Focused Outcomes 14 2.4.7.3 Workforce Focused Outcomes 14 2.4.7.4 Leadership and Governance Outcomes 14 2.4.7.5 Budgetary, Financial and Market Outcomes 14 3.…

    • 16330 Words
    • 66 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Marketing Terms
    • 3208 Words
    • 11 Pages

    Marketing Terms

    The Customer Relationship Era: From the late 1900's and early 200's and continuing today, companies have sought to extend it's marketing concepts into the practice of customer relationship management. Customer relationship management is focused on the continuous learning and information gathering about customers and in doing so being able to not only meet a consumers expectations or needs but to go above and beyond in producing ongoing consumer…

    • 3208 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    PESTLE
    • 499 Words
    • 2 Pages

    PESTLE

    (Shirley Daniels) says that the management of customer value is an advanced version of the measurement of customer satisfaction (2000). However, Godiva takes some simple steps to create customer value.…

    • 499 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Negotiation
    • 6767 Words
    • 28 Pages

    Negotiation

    Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition: Co-creating unique value with customers. Boston7 Harvard Business School Press. Schmitt, B. (1999). Experiential marketing: How to get customers to SENSE, FEEL, THINK, ACT, RELATE to your company and brands. New York7 The Free Press. Schmitt, B. (2003). Customer experience management: A revolutionary approach to connecting with your customers. Hoboken, NJ7 John Wiley and Sons. Shultz, D. E. (1998). Branding: The basis for marketing integration. Marketing News, 32(24), 8.…

    • 6767 Words
    • 28 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    East African Lions
    • 8108 Words
    • 33 Pages

    East African Lions

    Klaus-Ulrich Feiler, Klaus Fuest, Dr. Marcus Steiner Amsterdam Bahrain Barcelona Beijing Berlin Brussels Bucharest Budapest Casablanca Chicago Detroit Düsseldorf Frankfurt Gothenburg Hamburg Hong Kong Istanbul Kyiv Lisbon London Madrid Milan Moscow Munich New York Paris Prague Riga Rome São Paulo Shanghai Singapore Stockholm Stuttgart Tokyo Vienna Warsaw Zagreb Zurich © Roland Berger Strategy Consultants 03/2011, all rights reserved www.rolandberger.com…

    • 8108 Words
    • 33 Pages
    Powerful Essays
    Read More

Related Topics