The Four Moments of Truth That Lead to Meaningful Customer Experiences

Webinar featuring Brian Solis and Nick Stein

The Four Moments of Truth That Lead to Meaningful Customer Experiences

Webinar Presenters

Brian SolisDigital Analyst and Principal at Altimeter Group. Author of What’s the Future of Business@briansolis

Nick SteinSVP of Marketing,Vision Critical@stein_nick

What’s the future of business?Companies need to ask:

"Why do we do things the way we've always done them?"

Generation C (all of us who live a digital lifestyle) are not like the traditional customers we used know. They are more informed, more empowered, and

more demanding. If businesses can appreciate them for their differences, they can grow.

Customers today want things personal, and they want things now. Businesses need to understand

the new customer journey and design for that.

When you finally get the customers’ attention, what happens next?

Marketing reality check: the funnel doesn't care who falls into it. The funnel just cares about the funnel.

MultichannelMarketing

Credit: CRWgraphics

Channel marketing suffers from multiple personality disorder. When businesses don’t design for the

customer journey, there is chaos.

Marketers can’t design for the funnel anymore. People are going to go to touch points that work for them—whether businesses own them or not.

A customer interacts with a company’s product through four “moments of truth”.

To engage with customers, marketers must create meaningful and sharable customer

experiences in each moment.

Companies need to go from broadcasting about product and sales to creating meaningful experiences.

The Experience

Divide

Brand Promise CX

Bridge the experience divide: Think about the experiences people have and the experiences they want to have; businesses

need to fill the gap.

The Experience

Divide

Brand Promise CX

Bridge the experience divide: Marketing today isn't about leading the purchase. It's about leading experiences.

Return on Experience:The future of direct marketing lies in creating and

integrating experiences. It starts with a vision, mission, and a purpose. This becomes the core of

what you will fight for.

The Experience Divide

Brand Promise CX

Companies currently understand:

Behavioral (What customers do)

Transactional (What customers buy)

Social (What customers say)

The challenge: Companies currently have behavioral, transactional, and social data. These are all rear-viewing

intelligence that lead to the experience divide.

Transactional

(What customers buy)

Social

(What customers say)

Behavioral

(What customers do)

Attitudinal &

Emotional

(What customers

think and feel)

Understanding customer attitudes and emotions provides a complete customer understanding. This is the actionable intelligence companies

need in order to be proactive instead of reactive. It needs to happen in every step, especially after transactions.

Know it, shape it…in every moment of truth.

Increased Revenues

Higher Customer Retention

Increased Profits

30%55% 23%

*Enterprise Social Collaboration: The Collaborators’ Advantage, Aberdeen Group, 2013*Gallup Study on Customer Engagement

When companies engage customers, they increase revenue, customer retention and profits.

YOU WILL LEARN:How NASCAR continues to increase sponsorship dollars, TV ratings, and viewership by engaging their fans for ongoing feedback.

WATCH NOW: www.visioncritical.com/nascar-fan-engagement

DURATION: 1 hour

OUR SPEAKERS:

On-demand Webinar:How NASCAR Increases Fan Engagement and Drives Business Decisions

Brian C. MoyerManaging Director, Market & Media Research, NASCAR

Chris BondarenkoVP Business Development, Vision Critical