Master Micro-Moments To Deliver White Glove Experiences
Experiences are what bring consumers back to a brand. To truly create a great experience, CX executives must start thinking about moments in time —micro-moments that would be memorable for a customer. It's one thing to measure points in time with rules-based decisioning, but what really drives personalization and loyalty is behavior, action and the ability to adapt as that behavior changes.
Micro-Moments: Moments of Decision
Google coined the term, defining a micro-moment as “an intent-rich moment when someone turns to a device to act on a need—to know, go, do or buy.” Usually that device is a smartphone.
There are four critical micro-moments across the customer lifecycle:
I want to know — When someone is exploring or researching but is not necessarily in buying mode
I want to go — When someone is looking for a local business to buy from
I want to do — When someone wants help completing a task or trying something new
I want to buy — When someone is ready to make a purchase, and they may need help deciding what to buy or how to buy it
Consumers choose brands that quickly provide relevant answers, especially when they least expect it. Meaningful micro-moments are what make experiences memorable across the customer lifecycle. Connecting with consumers during the above four defining micro-moments influences their buying decisions and drives brand loyalty.
Personalization Pays Off
You know an extraordinary experience when you’ve had one. Consumers don’t want to feel like a number, so brands must show consumers they know them on an individual basis—not as a certain segment, demographic or age group.
Cookie-cutter treatment frustrates customers
Consumers expect businesses to know their preferences, interests and needs. According to a McKinsey survey, 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn’t occur. For example, a traditional retail brand has a brand-led website with a generic view of products offered. By contrast, a company like Shoptrue goes the extra mile to personalize the shopping experience by suggesting items to go with a consumer’s past purchases. As the McKinsey study also indicates, companies that excel at personalization generate 40% more revenue from those activities than less skilled businesses.