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Customer Experience Management: the Value of “Moments of Truth”

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Customer Experience Management: the Value of “Moments of Truth”
Customer Experience Management: The Value of “Moments of Truth”
Part 1 of 2

By Bob Thompson CEO, CustomerThink Corporation Founder, CRMGuru.com

May 2006

Compliments of

Copyright © 2006 CustomerThink Corp. All Rights Reserved. Licensed to RightNow Technologies for Distribution

Customer Experience Management: The Value of “Moments of Truth”

Table of Contents
Executive Summary ..................................................... 1 What Is Customer Experience Management? ............. 2 How Important Are Experiences to Your Customer? ... 6 Emotions Make Experiences Memorable .................. 10 Getting It Right at “Moments of Truth” ....................... 13 Living Your Brand ...................................................... 15 About the Research and Author................................. 16

About the Sponsor
RightNow (RNOW) is leading the industry beyond CRM to high-impact Customer Experience Management solutions. More than 1,500 companies around the world turn to RightNow to drive a superior customer experience across the frontlines of their business. As a win-on-service strategy becomes a business imperative, Customer Experience Management solutions have become essential for business success. Founded in 1997, RightNow is headquartered in Bozeman, Montana, with additional offices in North America, Europe and Asia. For more information, visit www.rightnow.com.

Copyright © 2006 CustomerThink Corporation Licensed to RightNow Technologies for Distribution

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Customer Experience Management: The Value of “Moments of Truth”

Executive Summary
Nearly 25 years ago, Jan Carlzon engineered a turnaround at Scandinavian Airlines by improving “moments of truth” in passenger interactions with the airline. Since then, relationship marketing and Customer Relationship Management (CRM) have been mostly concerned with how to market to customers and get value from them, often with IT-based strategies. But largely forgotten was the insight
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