Management (moments of truth)
At Imonic, we use Interaction Management
as a guiding principle for much of the work we do. Here we
describe how it can help you.
What does interaction management mean?
As customers, we all interact with the organisations
we buy from. Jan Carlzon referred to these interactions as
'Moments of Truth', and claims to have used this as his focus
for turning around the ailing airline SAS. (Ballinger, 1987).
We agree with many of Carlzon's views, and
have taken them a step further to mobilise the concept of
'Moments of Truth' and begin to work with it. Imonic believe
that the management of these interactions with customers is
fundamental to managing performance, and hence customer satisfaction
One of the starting points is to be absolutely
clear on what interactions you have with customers. All our
clients tend to be amazed at how revealing an investigation
into this can be, and at the sheer number of opportunities
they actually have "to mess things up!"
Interactions come in the following five
- Written (emails, letters, invoices, contracts,
- In person (visits, sales meetings, social
- Goods/services (interaction with the
product or service itself, such as product function, presentation
- Electronic (e-commerce, web site).
- Telephone (both inbound and outbound).
Interactions can be identified by the audit
of various processes and actual customer purchases. Imonic
run workshops to demonstrate simple exercises that help you
achieve this quickly.
Once identified, your bank of interactions
(it is not uncommon for the number to be greater than 200).
These interactions can then form the core of any future work
you undertake to improve the effectiveness of your customer
Examples would include: prioritizing interactions
to provide the questions for customer
satisfaction surveys or using the results of how customers
rate these interactions to look at process
Considering interactions with your products
post-sale is also an excellent way of improving "ease
of use", thereby making your organisation easy
to do business with.
Once you have identified and prioritized
your interactions, and asked your customers to rate your performance
against competitors, then your priorities for customer retention
and growth begin to emerge.