Jim Kalbach’s Mapping Experiences features our case study that includes the experience of Newbie Natalie, one of three personas we discovered in the course of our research for a healthcare provider. That client also had their usability group redesign their printed schedule. Our client focused on creating a more personal onboarding experience to lessen her anxiety and help her learn about the options available to her. Because this is the first time that she’s joining a club, she’s overwhelmed by the experience. The beginning of the journey was a Moment of Truth for her. She joined to help her family get fit, figuring she’d also enjoy the services. We helped a fitness center client discover three personas, including one who is new to health clubs. As a result, they didn’t realize the positive business impact available through the software, and therefore saw no reason to renew. Those who were not effectively onboarded never fully learned to use the system. Clients who rated onboarding highly were significantly more likely to renew their subscriptions. We worked with a Software as a Service (SaaS) provider that discovered just how important their onboarding process was. (Although getting the sales team to complete that is another issue…) Onboarding new B2B customers Some fixes our clients have deployed to address this problem include delaying the transition from sales rep to account manager, arranging an internal hand-off meeting where expectations are clearly explained, and creating more effective documentation in the CRM system. But when they’re not part of the ongoing relationship, it’s all too easy for those expectations to go unmet. In many B2B new-customer journeys, the transition from prospect to customer is a critical time, especially when sales is only responsible for bringing in new customers and another department manages existing clients. Let’s look at some examples: Landing new B2B customers Solving problems that occur during Moments of Truth in a way that meets your customer’s true needs what leads to success. The identification of Moments of Truth is huge, but it is only half of the battle. Companies may aim to provide a seamless experience, but far too many aren’t there yet. The third stage of a journey likely to hold a Moment of Truth is during a hand-off, which may be rife with pain points for the customer. As a result, that lasting last impression can have an inordinately strong impact on whether we’re willing to return to a company for future journeys. But the end of the journey holds equal, if not greater, importance.Īs Daniel Kahneman found in his Nobel Prize-winning research on memory, endings are one of the key determinants for how positively or negatively we view any given journey, despite what may have happened earlier on. If the beginning goes badly, it may also be the end. Moments of Truth vary between customer segments, but we’ve found they are most likely to occur during these three stages of the journey: In short, these moments matter most, and focusing on them makes your experience improvement efforts more cost-efficient and impactful. Why? Because these moments have a disproportionate impact on long-term loyalty and customers’ overall perception of the journey. We call these key interactions “Moments of Truth,” and identifying them is among the most important findings of journey mapping and other customer experience research. Those moments can cause customers to leave you, or lead to stronger engagement, or make customers more expensive to serve. In every customer journey, there are interactions that matter more than others.
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