How do customers make judgments about their experiences, and whether or not we have provided them with quality customer service?
According to Karl Albrecht and Ron Zemke’s seminal customer service work, Service America: Doing Business In The New Economy, what really makes or breaks a customer’s loyalty is a series of “Moments of Truth” – a sort of trail of experiences that, when taken together, expresses to the customer exactly how much the service organization values them. Any episode, situation or event in which the customer experiences our service becomes one of these “Moments of Truth.”
“A moment of truth… that precise instant when the customer comes into contact with any aspect of your business and, on the basis of that contact, forms an opinion about the quality of your service and potentially, the quality of your product.”
It’s important to realize that the total customer service experience actually goes far beyond the product or service the customer buys from our organization, or even how the customer service department deals with their issues. Every single point at which the customer experiences or interacts with our organization – through our people, our website, our store, our advertising, our telephone contacts, our forms, even our bathrooms and parking lots – can become Moments of Truth.
This means that customer service is not just a problem for customer service reps, or even customer-facing employees in general. Every single part of our business contributes to the customer experience, and so does every single individual in the organization, from the night janitor to the CEO. As Service America points out:
“If a company… has a department called ‘The Customer Service Department,’ what are all the other departments supposed to be doing?… Shouldn’t the entire organization be one large customer service department, at least figuratively speaking?”
The fact is that without the customer, there would be no business – so it’s in the company’s best interest, and in the best interest of all its employees, to contribute to a positive customer experience. Only with this dedication to the customer service experience can we ensure that every “Moment of Truth” will be a positive one.
When organizations commit to focusing on the customer experience, they become well known for it. Many of us are aware of Nordstrom’s famously liberal return policy, for example, whether or not we believe the seemingly apocryphal story about a Nordstrom store once accepting the return of a set of snow tires that they didn’t even sell. (According to John Nordstrom himself, however, that story is true; the store location in question had formerly been a tire shop, and since the customer insisted the tires had been purchased at that location, Nordstrom decided to honor his claim.)
Apple is another company that has benefited from a singular focus on the customer experience. The design of Apple’s stores, products, and even product packaging are all geared toward delivering a singular customer experience. The customer visits a sleek, modern, glass-fronted Apple store, and is able to handle and test products while being helped by a friendly, knowledgeable representative. After purchasing a new device, the customer slowly slides the lid off a pristine white box, and removes layers of aesthetically attractive packaging – all carefully engineered to build anticipation. These Moments of Truth contribute to a total customer experience that is special – and that other companies scramble to emulate.
Other organizations known for their customer experience focus include Amazon, with its easy ordering, fast shipping, and low-hassle returns; Disney, legendary not only for its high entertainment value but also its cheerful employees and clean facilities; and Starbucks, whose consistent quality and welcoming atmosphere keep customers loyal even when traveling overseas. It’s no coincidence that these companies are so successful, and their customers so loyal.
Think about the companies and brands you prefer to do business with. Those preferences don’t come from nowhere – they are a result of Moments of Truth you have experienced when interacting with those brands. Think about their facilities, the attitude and expertise of their employees, how you are treated when you do business with them.
What are the Moments of Truth that have contributed to the relationship?
How do they keep you coming back to do business with them again?
What can your organization learn from them?
Baker Communications offers leading-edge customer service training solutions that will help you address the goals and achieve the outcomes addressed in this article. For more information about how your organization can achieve immediate and lasting behavior change that will uncover new opportunities, drive revenue, and boost your bottom line, click here.
