Creating Impactful Moments: Redefining the Customer Experience (CX)
Think about your best customer experience. Now, think about your worst customer experience. Chances are, you skipped over recalling the positive experience, and began reciting the events of the worst experience in your mind. Not only are you replaying the moments, but you are also reliving the emotions behind those moments. Why is that?
When we are dissatisfied or have an unpleasant experience, we are more likely to tell others. Conversely, when we have a positive experience, we overlook it, forget about it – it is the standard, right? In working with customers and teams, it is important to create MEMORABLE moments.
In a research report released by NewVoiceMedia (2018), eighty-six percent of customers surveyed said that if there was an emotional connection with a customer service agent, they would be willing to continue to do business; however, only thirty percent felt they’ve had that type of interaction with a company during the past year. Positive emotional experiences drive loyalty. This includes experiences with external customers, as well as your internal customers, your employees.
How do we create impactful moments that will be remembered? The good news is you have the power to create these defining moments. In the book, The Power of Moments, the authors, Dan and Chip Heath, highlight the four elements that create memorable positive moments.
- Elevation: Defining moments rise above the everyday. These are not just funny jokes or being polite. These are moments that break the script – defy expectations.
- Insight: Defining moments change our understanding of ourselves or the world. These are the transformative moments – those that create, reshape, or change the course of our lives.
- Pride:Defining moments capture us at our best. These are the moments where we shine – we are proud of our accomplishments.
- Connection: Defining moments are social – they are shared with others and create a deeper connection.
How you manage the moments shapes your customer and employee experience. Be intentional. The moments matter.