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What Are Moments of Truth and How Do They Affect Your Business?
3 min read
Many people interested in the work that goes on in the customer service or sales teams of large companies are familiar with the term 'moment of truth', but much of the population is unaware of what it is.
In a nutshell, moments of truth are identified as the moments when a customer or user first contacts customer service. At this moment, the customer will have an interaction that will generate opinions and feelings about the company, its quality and his or her expectations of it.
What does this mean? It has been proven that this 'first impression' is of vital importance to convert the contact into a sale.
If the user's experience is positive, he will probably feel much more inclined to buy or hire something from the company; if, on the contrary, he has had a bad taste in his mouth, no matter how interested or necessary the service is for him, he is likely to look for other options.
The customer just wants to solve his need.
When it comes to creating that 'moment of truth', companies must be very clear about one thing: the customer, in the end, does not care whether it is a large, medium or small company, with an R&D&I department or with traditional processes: what they want is to provide a solution to a demand or need.
Therefore, it is useless to overwhelm the user with great data, excellent slogans or luxurious and beautiful reception areas if the reality is that they are going to go home with the feeling that nobody has helped them.
It is important to focus all efforts on providing the best customer service in this first communication. Later, experts say, the time will come to unleash all the artillery about the company's excellences and achievements, but the first moment should be entirely dedicated to the customer: that they feel listened to, that they find options, that they feel accompanied.
It's not just the human touch.
It is important to highlight something about the 'moments of truth' and that is that they are not only related to the human attention received: having a messy website, a building that is difficult to find, a toll-free number or anything else that affects the customer in this first contact can generate a bad feeling and, therefore, make them lose confidence in the company.
Critical moment of truth.
What happens when the customer is not satisfied with this first contact? Then what is known as the 'critical moment of truth' occurs. It is advisable to assess these cases, as they offer very clear clues as to what needs to be improved in the immediate future to avoid these cases happening again, losing customers and, consequently, money.
Customer service teams must be made aware that users will be continuously and unconsciously evaluating the company and its employees. Therefore, it is vitally important to take care of every detail, every attention, every response or request so that the user adds up positive moments of truth and wants to continue trusting the company.
Values such as empathy, transparency and communication are essential in this. This is something that is increasingly taken into account and that is reinforced, trained and improved with training, team building experiences and other types of actions that increasingly improve the customer service teams of companies. In this way, companies will add up to success and generate the future.
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