From this came customer experience management (MOT) to help organizations implement user-centricity.
What is MOT, Moment of Truths, is the impression of a company's brand, products, and services that is formed at every moment of contact between the customer and the company.
Case: Haidilao's MOT
Service scenes: waiting for Haidilao to customers to do nails; to the restroom, Haidilao next to the magazines; want to eat with relatives, Haidilao can provide free video services.
By implementing the real moments one by one and planning them systematically, the company will bring customers a unique and consistent experience.
Case in point: Meijiebu
The company has a "three pairs of shoes" service, which encourages customers to order three different pairs of shoes at once, try them on, and then send back the ones that don't fit without the customer taking any risk.
The company's core competencies are focused on customer service and customer experience, by allowing satisfied customers, customers who exceed expectations, and happy customers to do free word-of-mouth publicity for him to spread. Always focus on developing customer relationships and building customer trust, and by delivering the ultimate service experience, we differentiate ourselves from our competitors.
The biggest source of profit is the customer who is satisfied with his service.
Service rules: encourage customer service if the shoes are sold out, look for information on at least three other sites and feed it back to the customer; provide 8 different angles of the product picture; returnable within 365 days; free two-way courier service...
Question: Is the cost of Meijerbu infinitely high?
Answer: No, the media is not afraid to use for the purchase of traffic to promote advertising, such as marketing and PR communication costs are all canceled, used to specifically subsidize customer service, so that the user's experience and loyalty to the extreme.
The call center is his core business unit, call it the customer loyalty team. The modus operandi: service is available 24 hours a day, 7 days a week; there is no assessment of call length; there is no selling things to customers. It only cares about meeting or exceeding each customer's expectations.
Encourage employees to use their personalities to build an emotional connection with customers on every call. View every customer call as a key investment in building your service brand. A customer complaint is another opportunity to perform, another chance to exceed customer expectations.
Deliver the best service to everyone, whether it's customers, employees or vendors. Note that a unique service experience has to be backed by unique values and a unique culture and organization.
The result: since launch has become the site that sells the most shoes online, $850 million sold to Amazon.
The case of Meijiebu standing out from e-commerce is the most classic case of creating customer experience in the Internet field and making core competitiveness by customer experience. Internet companies and customers do not contact through the offline, rarely face-to-face contact. If Internet companies can spell service, spell customer experience, and make it to the extreme, traditional companies will only be easier to do.
Case: How can airlines improve the customer experience?
Pain points: the plane is late; remembering the wrong terminal; not being able to choose a seat in advance; having no friends on board.
Shenzhen Airlines touch points of improvement: when the plane began to land is to give the customer candy, so that the customer to maintain a calm state of mind; in the process of providing customers with traditional catering services, to prepare a small spoon of hot sauce, the South likes to eat chili peppers.
Steps to practicing MOT
Find the customer's whole of this route, and then solidify each key point, each touch point, each city instantly, and provide the best customer experience at each touch point.
So isn't it true that the more you can do at the touchpoints to satisfy the customer, the better?
Case: Starbucks (horizontal queue) vs McDonald's (vertical queue)
The answer is no, customer satisfaction is always exceeded, and once the product satisfaction rises, the expectations of the company will also escalate. Customer experience design has cost design behind it all.
Starbucks has positioned its DNA as social, and has gone far beyond the concept of a product, a cup of coffee, or a retailer, by lining up horizontally so that it is easy for customers to communicate with each other, and to talk to each other or strike up a conversation while waiting for their coffee.
McDonald's positioning gene is fast, as the originator of the fast food industry, McDonald's to create a more lively and faster atmosphere, vertical queuing pursuit of speed and efficiency.
All of McDonald's user experiences are built around speed and efficiency, and everything contributes to customers eating quickly, buying quickly, and leaving quickly.
After the brand touchpoints or key points are sorted out, it is not necessary for the company to be perfect in each point, the core lies in the return to the company's brand positioning, the core brand values and core functionality of the points of interest to design a series of experience management process.
Case: Disney
Disney's queue is curved, the reason is because each project waiting to 50 minutes, curved type will let customers feel that the end is coming soon, reduce the anxiety of waiting.
This post is to learn three lessons of Kotler marketing management course notes, the teacher's explanation is very vivid, learning a lot of operations outside of the operation is also within the operation of things, recommended to everyone. Next post, I will share to the tools of customer experience management: the drawing and use of customer journey maps, welcome to learn together.