Owning The Micro-moments of Customer Experience
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The document discusses how owning micro-moments of customer experience is important for businesses. It defines micro-moments as critical touchpoints in a customer's journey that ultimately determine the outcome. It provides examples of different types of micro-moments like "I want to know" moments where customers look for information, "I want to go" moments of local searches, and "I want to buy" moments where customers consult phones at the point-of-purchase. It stresses that micro-moments lead to micro-conversions and that focusing on the post-purchase moments can increase customer retention rates and profits.
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Owning The Micro-moments of Customer Experience
- 1. Owning The Micro-moments of Customer Experience
- 3. A B O U T A L L B O U N D
- 4. D E F I N I N G M I C R O - M O M E N T S According to Google: Micro-moments are critical touchpoints within today’s buyer or customer journey and when added together they ultimately determine how that journey ends.
- 5. I W A N T T O K N O W M O M E N T S 1 in 3 buyers have purchased from a company other than the one they intended to because of information provided at the moment of need.1 1thinkwithgoogle.com 2salesforce.com 40% of customers are failing to find answers on their own.2
- 6. I W A N T T O G O M O M E N T S ‘Near me’ searches have grown 2x in the past year.3 3thinkwithgoogle.com 4salesforce.com Over the next 12 to 18 months, mobile service requests will increase 20%.4
- 7. I W A N T T O D O M O M E N T S Searches related to “how to” on YouTube are growing 70% year-over-year.5 5thinkwithgoogle.com 6salesforce.com High performing organizations predict customer service needs 3x more often.6
- 8. I W A N T T O B U Y M O M E N T S 82% of smartphone users consult their phone while at a point-of-purchase.7 7thinkwithgoogle.com 8salesforce.com 34% of millennials would rather get their teeth cleaned than call customer service.8
- 9. Don’t Forget Where The Money Is Made. M I C R O - M O M E N T S L E A D T O M I C R O C O N V E R S I O N S ©bellmetric.net
- 10. R E M E M B E R T H E P O S T - P U R C H A S E M O M E N T S Increasing customer retention rates by 5% increases profits by 25% to 95%.9 9Harvard Business Review
- 11. T H E B U Y E R ’ S J O U R N E Y I S N ’ T L I F E ’ S J O U R N E Y Assume buyer’s would rather be doing ANYTHING else than “buying”. Earn their time.
Editor's Notes
- Thank you. So as the slide suggests I am Matt Hensler and I am currently the Director of Customer Success at Allbound. More on Allbound in a moment. The topic of this segment is on customer experience. I’m bringing you two different perspectives on this very important discussion. One is from the decade and a half I spent working b2b marketing agencies, most recently as the VP of marketing strategy with Elevation Marketing located here in the valley. My marketing work very much encapsulated the concepts of brand, inbound marketing and sales and marketing alignment I know you’ve heard repeatedly this week. That perspective is very heavily skewed pre-sales.
- Allbound the product is a good place to start a discussion about micro-moments of customer experience which spans pre and post sales interactions. As you grow your start-ups, you’ll quickly realize there are a lot of aspects of customers experience that are out of your control. Our software helps companies more effectively go to market via third party sales teams. It’s difficult enough to manage customer experience when you control it directly, but when that experience is largely owned by a third party, it’s exceedingly complex.
- Google introduced this concept of micro-moments in a study they released and the end of last year. Very simply it describes the small moments that when accumulated, frame the results –both cash positive and negative – that those individuals have with your company. I want to highlight some of those key moments of the customer experience from both a pre-sales and post-sales perspective.
- The first type of micro-moment you need to plan for is the “I want to know’ moment. Buyers today are a fickle bunch. They perform more due diligence than ever before purchasing and will usually buy from the organizations that most easily address their information needs. Customers today also constantly seek information. You need to be prepared for this with FAQs, a knowledge base or detailed reference content and videos. In short, be sure to account for customers in your content marketing strategies
- You also need to anticipate the ‘I want to go’ moments. Buyers today are a mobile bunch. The thought leadership and product information you put out via your inbound and content strategies need to be optimized for that mobile consumer and mobile professional. Similarly, you need to be optimized for a mobile customer, who often needs to be able to interact with you, share and submit questions, satisfy information needs or even submit support tickets while on the go.
- Next there is the ‘I want to do moment’. Purchases today start with some sort of inquiry. I’m sorry to tell you those inquiries are NOT explicitly for your product. Instead, they are inquiries around a problem, or maybe an idea. Something that individual is trying to attempt or to solve. Carefully crafted buyer personas help you anticipate those inquiries with contnet, but you also need to anticipate the needs of your customers. Monitor where your customers get stuck using or applying your product, and be proactive with customer marketing to steer them back in the right direction. Your customers don’t want to wait a day, an hour or even a minute within the moment they are using your product or service.
- Finally, there is the I want to buy moment. All the micro-moments prior add up to this one. It’s the point where buyer truly becomes customer. Eventually, it’s the moment where a customer becomes a repeat purchaser.
- Micro-moments are important because they lead to micro-conversions. Determine the conversion that is needed for your target audience to move from one moment to the next. And that moment of repeat purchase is going to be the most important. When you consider the three major components of revenue – marketing, sales and delivery, a high quality customer experience can have the most positive impact on the profitability and sustainability of your company.
- I know for many of you just starting or thinking of starting a business, you’re consumed by product strategies, marketing strategies and sales strategies. But I’m here to tell you that if you don’t have a customer experience strategy, you’ll be sacrificing the profitability and long term viability of your company.
- Which brings me back to the beginning and the reason I shared a couple of those photos several minutes ago. Buyers and customers, are only those roles in small moments. More importantly, they are people. They are foodies. They are sports enthusiasts. They are community members, significant others, friends and parents. When they do take moments of their time to consider your offering, make sure you earn it and make those moment worthwhile.