![]() The study revolved around understanding the need for financial planning and the role of digital interventions.ĭuring one of the user interactions, the discussion moved towards the usage of digital apps for managing finances. In recent research which our team at Turian Labs undertook in the financial services domain - identifying the 'moment of truth' was a key ask. The Interplay of Micro-Moments and Customer Experience The problem was never the availability of the vehicles, but it was the sheer inconvenience which created an opening for a challenger brand. It also provided the estimated fare and time of arrival, which provided a great deal of convenience to the customers. Uber picked up this problem and built an entire business around it. Its proposition was simple, through its mobile app one could hail a cab at the click of a button. Before Uber came into this world, hailing a cab or a rickshaw was an inconvenient experience and I am sure everyone has their share of experiences. If you see the history of successful brands and products, very often you will find the incumbents' weakness often becomes the challenger brands' USP. In an increasingly crowded and commoditised market, brands can only differentiate themselves on the basis of service. This impression may be either positive or negative. The touch-points which have the potential to impact customer experience are described as the 'moment of truth.'Ī moment of truth is simply any interaction during which a customer may form an impression of your brand or product. Each activity/step on the app is a micro-moment in itself, as there is an interplay of physical and digital touch-points all along. Let's zoom back into the food ordering instance. "80 percent of success is just showing up" You can't be a helpful brand if you are not present in the moments they need you the most. This is what has been described in the above example.įrom a food aggregator's point of view, the key question is - How does it establish a presence (awareness) in the users' mind? This is where a large chunk of the ad dollars are deployed by companies and rightly so. This is the stage where you actually place the order for food. Do you call up the restaurant or you look it up on the food aggregator app. What kind of food (cuisine) to order and from which place (restaurant) to order from The urge to have food or gathering of friends/family to celebrate an occasion, etc. The need is to take a step back and understand the journey of ordering food more holistically. What has been loosely described in the above instance is the user flow of ordering food through an app. The question is, who is to be blamed? The restaurant or the food aggregator app or the delivery person? As you are prepared to make the payment, a message gets flashed on the screen, "Your location is currently unserviceable." All your excitement comes crashing down. You have selected the restaurant, added your favourite cuisine to the cart and have proceeded to the checkout screen. Procter & Gamble famously believe that “shoppers make up their mind about a product in the time it takes to read this sentence”, an insight which has encouraged the growth and increased the sophistication of in-store marketing.You are browsing on your favourite food aggregator app. Post-purchase, the product perform s and solves their problems, encouraging brand loyalty. Transformation – the cumulative result of the above experiences directs the consumer towards the product that best meets their needs.Revelation – this true ‘A-ha’ moment gets the individual thinking about how they can change their beauty regime to better treat their personal needs. ![]() Again, the brand has an impact on a personal level, something which is highly valued by consumers. Learning – by utilizing a test strip for skin, hair, deo, sun or body care, consumers learn something about their beauty traits or needs.Bonding is initiated and lasting memories are created. Emotion – the senses are stimulated and the consumer subconsciously associates this sensory experience and information with the brand.T he y receive a personal service whilst feeling involved and having fun! ![]()
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