This talk addresses the challenges that sales, marketing and customer service representatives face today as they try to achieve customer engagement and customer loyalty in a connected world. We certainly live in the age of the connected customer. Today everyone is connected on line. Through internet our customers do their own research on our products and services. They even make their buying decisions whilst they spend time on line. As a result, the traditional buying journey has changed dramatically. Internet technology has had a massive impact on the way we influence our customers, the way we communicate with them and the way we manage our relationship with them. In this talk, I will focus on the design and delivery of a strong, memorable and consistent brand experience. I will discuss how to map and leverage your Moment of Truth (MOT) and touch points across the customer’s journey.

1. Transforming customer
experiences

2. Are you a…
• …Sales person?
• …Marketer?
• …Customer Service Representative?
• …Entrepreneur?
If so keep reading.

3. What percentage
of our daily time
do you think we
spend online?

4. 42%
Source: Εmarketer.com

5. We are 7 billion
people in the
world.
Source: Allianz

6. We are 3 billion users
on internet. Source: internetworldstats

7. people globally
are connected on
line and they
interact with each
other.
One
out of
two

8. Internet technology provides
customers with many tools and a
loud voice to exchange views and to
express their feelings.

9. As a result the
traditional buying
process has changed
dramatically.

10. Traditional buying decision model (B2C)
Source: Zmot-ebook (2011)

11. Phase one: consumers are influenced by an external stimulus
such as an advertisement or a friend’s opinion about a specific
product.
Phase two: consumers want to interact with the product and
as a result they visit the nearest store. At the store they
experience the First Moment Of Truth.
Phase three: if consumers have a positive experience they
will probably buy the product. Next, they will experience the
Second Moment of Truth when they actually use the product.
Traditional buying decision model (B2C)

12. Let’s take a look at how
internet has changed things.

13. Today’s buying decision model (B2C)
Source: Zmot-ebook (2011)

14. of the shoppers said
that ZMOT (Zero
Moment of Truth)
shapes their decisions.
84%
Source: Zmot-ebook (2011)

15. ZMOT = Zero
Moment of Truth
On line
impression of
the product or
service when
researching it
on the web
FMOT = First Moment
of Truth
SMOT = Second
Moment of Truth
First physical
impression of
the product or
service when
interacting with
it
First use of the
product or
service after
purchasing it
Source: Zmot-ebook (2011)

16. What is a Moment of Truth?

17. Jan Carlzon defined the Moment of Truth
as any time the customer comes into
contact with any aspect of a company,
however remote, he or she has an
opportunity to form an impression.

18. Why should I
care?

19. 1. Your control on customers decreases
Internet has
empowered
customers to know
often more about
the product they
are going to buy
than the person
selling it to them.

20. 2. Your communication with customers changes
Customers
compare on line
countless
international
competitors and
they buy the
most appealing
and customised
solution to their
needs.

21. Customer
3.0
Customers 3.0
are highly
informed and
socially
connected, they
demand instant
gratification,
they trust the
crowd and they
are self-
promoting.
3. Your customers become superheroes
Source: Accenture

22. What should I
do?

23. Customer experience is the secret
ingredient for customer engagement.

24. Regardless of whether
it is created it on
purpose or not, every
customer has an
experience with our
brand.

25. What’s
that?

26. According to HBR
customer
experience is
your customer’s
end to end
journey with you.

27. But, how can we actually
improve this experience?
Where do we start?

28. Firstly, it’s all about the…

29. Brand is promising
a certain type of
Experience.

30. Brand is guiding you
in every encounter
with your customer.

31. Secondly, you need to create a
customer journey map and find out
your touchpoints on this map.

32. The customer experience you offer may be
good, bad or indifferent and it is formulated in
your customers’ mind every time they interact
with your brand during your touchpoints.

33. Touchpoint¹
1 For the purposes of this presentation
we recognize touchpoint as the place
where a Moment of Truth takes
place.

34. Today though everything
is a touchpoint …our
website, our social media
accounts, our shop, our
people, our products and
services.

35. On shop
HumanOn line
3 types of touchpoints

36. Thirdly, you need to leverage
those moments

37. On Shop
By engaging the 5 senses

38. The more effectively an experience
engages the senses, the more
memorable it will be
(Pine and Gilmore 1998).
In retail atmospherics music has the
greatest effect on customers
followed by scents, colors, and lighting
(Turley and Milliman 2000).
Senses can influence people unconsciously

39. On line
By serving invisible customers

40. The online shop works like a
showroom where shoppers
research and compare prices.
Source: PWC, 2015

41. HumanHuman
By investing in new skills

42. Modern consumers demand modern skills
Modern skills such as storytelling and
improvisation enable you to design and deliver
memorable customer experiences.

43. Do you still
doubt?

44. of buyers
would pay
more for a
better
customer
experience
86%
Source: Forbes

45. of customers
increased
their
purchases
85%
Source: McKinsey
After a positive
experience, more than

46. Powerful questions
How do we create an omni-channel experience across our
communication channels?
How can we design and deliver a consistently positive
experience along the entire customer decision journey?
How can we start building brand loyalty with
first time buyers?
Do we spend our money in the right places?

47. References
Carlzon, J.; (1989). “Moments of Truth”. Harper Business
Pine II, B.J.; Gilmore J.H. (1998). “Welcome to the experience economy”. Harvard Business Review
Turley W. L.; Milliman E. R. (2000). “Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence”.
Journal of Business Research
https://www.allianz.com/en/about_us/open-knowledge/topics/demography/articles/110711-world-population-growth-
are-we-too-many.html/
https://www.Εmarketer.com
http://www.forbes.com/sites/christinecrandell/2013/01/21/customer-experience-is-it-the-chicken-or-egg/
https://hbr.org/2013/09/the-truth-about-customer-experience
http://www.intel.com/content/www/us/en/communications/internet-minute-infographic.html
http://www.internetworldstats.com/stats.htm
http://www.mckinsey.com/insights/organization/the_moment_of_truth_in_customer_service
http://nstore.accenture.com/IM/FinancialServices/AccentureLibrary/data/pdf/Say_Hello_To_Customer_3.0.pdf
http://www.pwc.com/gx/en/retail-consumer/retail-consumer-publications/global-multi-channel-consumer-
survey/assets/pdf/total-retail-2015.pdf
https://ssl.gstatic.com/think/docs/2011-winning-zmot-ebook_research-studies.pdf

48. To learn more contact
Nefeli Vintzilaiou
Learning & Development
Consultant
nefvin@ppplearn.com
@nefvin
uk.linkedin.com/in/nefelivintzilaiou

49. Engage with us
We challenge people to feel, to think, to act!
We provide business
solutions for our clients
to help them overcome
organisational and
Human Resources
Development issues.www.ppplearn.com