Some might even say boring, bog standard or mundane. The moments we’re talking about are actually far more ordinary. When we refer to the ‘moments that matter’ in relation to the ‘7-11-4 ‘rule, we don’t mean mantlepiece photograph moments – the big sports wins, unforgettable holidays, graduations or wedding days. Now, let’s find the eleven touchpoints that make your brand present in the moments that matter.īefore we begin, let’s clear something up We gave you a general introduction to Google’s theory in our blog Get the 101 on 7-11-4 and improve your customer engagement and we’ve since shared ways you can build trust and win business with seven hours of content. During this vital stage, your customer will need access to seven hours of content or interaction, across eleven touch points, in four separate locations before they commit to a sale. A happy endingīut these days there’s a ‘zero moment of truth’ (ZMOT) added into the mix (usually after the stimulus) – and it’s crucial in the race to win the customer’s business. Dad gets home and the camera records beautiful pictures of his kids, just as advertised. A young sales guy answers all his questions. He goes to his favourite electronics store, where he sees a terrific display for that same digital camera. Dad is watching a football game and sees an ad for digital cameras. He says it used to go something like this: In the Google eBook Winning the Zero Moment of Truth the author Jim Lecinski explains how the traditional 3-step “mental model of marketing” has expanded to include a new stage. If you don’t make it easy to get the things they want fast, there’s a good chance they’ll be heading for the door.Some time ago, Google created a theory about the typical customer journey, based around what they call ‘moments of truth’ – and it incorporates the ‘7-11-4 ‘rule. Whether they know it or not, they are weighing up the pros and cons of continuing to do business with you. It’s all related, and your customers are always judging, either consciously or subconsciously. The CEO affects the managers, the senior technician affects the junior technician. The conversation goes badly, and at the end of it our customer is a lot less happy than they were and makes moves to leave the company as soon as they can.Įvery person in a business has an effect on someone else, whether it’s positive or negative, and at the end of all of those interactions is the customer. Unfortunately it’s in this moment where the call to the customer is made. She may not really mean it, but right in this moment, she hates her job. By the time it’s all done and she’s ready to call the customer, her energy is low, and her tone is short. She just spent an hour filling in the paperwork for a customer, going back and forth between departments to get the answers she needed, and having to beg her manager for approval because she didn’t have the authority herself. Because – and this is important – bad experiences that are hidden from view, lead to bad experiences that are within the customer view. Every tiny action we take in a customer experience journey, whether we interact directly with the customer or not, is a moment of truth. Now surely I don’t mean photocopying, filling out paperwork, or other mundane things? Yep. In the Lean CX Score, they’re all moments of truth. Many of these same consultants we noted earlier will tell you that “Moments of Truth” are only those touch points where a customer interacts with you or your company. Oh and good news! You'll be improving the speed, morale and engagement of your teams at the same time. This is an excerpt from " The Lean CX Score." Get your copy now and start creating disruptors that completely annihilate your competition.
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