Tom describes how to identify and win at make-or-break moments-—when a customer’s loyalty is gained or lost.
- So in the world of service design, we talk a lot about touch points, every interaction with a customer. We talk a lot about the customer journey and mapping the customer journey. But some of those touchpoints, some of those interactions, are more important than others. An important way to think about these from a design point of view is to think about a hierarchy of touch points. At the base level are what we call table stakes, things that you've just got to do. You've got to be open during reasonable business hours. If you're in New York and you're a dry cleaner, you've got to deliver.
If you're in Los Angeles and you're a dry cleaner, you got to have parking, right? These are things that everybody's got to do to compete. So that's one element. And basically you're not going to win a customer because you're doing your table stakes job, but you could lose a customer if you screw it up. Second level is what we call market segment essentials. And those are the things that you've got to do to compete with the companies that are your real competitors. So you know, Four Seasons and Motel 6 do not have to compete with each other on the certain number of areas.
But Motel 6 and Red Roof Inn and a bunch of other things, there are market segment essentials that all of those guys have to do. For example, they got to be near an interstate highway system, right, near an exit off an interstate highway system. So those are market segment essentials, things you've got to do to win in the space that you're in. And then there are the critical customer interactions, the make or break moments. And those involve one of two, or they could be the same, kinds of moments. One is it's an opportunity for you to differentiate yourself.
It's something that sets me apart from my competitor 'cause only I can do this that well. Or the other can be it's critical because it's really high stakes for a customer. - The critical customer interactions are really the things that probably are the essence of your promise to your customer, the expectations they have from you, and what really hinges on the ability of you to delight them and whether they're going to be delighted.
Critical customer interactions are the make or break moments. They're the opportunity for you to make good on your promise to your customers and your clients or they're the opportunity for you to break the trust they have in you. That's why these are the things you absolutely, positively have to get right in order to keep their trust in you, keep them as customers.
- Define service design.
- Explain the importance of creating a coherent experience for the customer.
- Describe a strategy to provide a great customer service experience and meet strategic needs.