From the course: Customer Experience: Journey Mapping
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Highlight moments of truth
From the course: Customer Experience: Journey Mapping
Highlight moments of truth
- Let's talk moments, big moments and little moments that matter. Not all moments on your map are created equally. There are moments that matter a lot to your customers, and there are moments that matter a lot to your business. Sometimes, those are the same. Sometimes, they aren't, Your maps should highlight those moments. We call those moments of truth. You can probably think of a few moments of truth in your own journey as a customer. When you talk about your own bad customer experiences, you probably highlight the parts of the story that made a difference in your relationship with the brand. Listen for these clues in your customer feedback. One moment of truth to examine is if the promise has exceeded the delivery. This can be anything from being disappointed in the quality of a product to waiting too long for a service. You'll hear this in customer feedback when they tell you things like, I couldn't believe how long we…
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