Risk & Business Magazine Moody Insurance Spring 2017 | Page 11

CUSTOMER EXPERIENCE
allows you to build unique and memorable
moments. However, an ‘Experience’ is
still too big, too macro. We need to break
down what an Experience is. A brand
experience is the sum of ‘Experiential
Interactions’ your Customers have, that
leave an impression. Therefore, the focus
needs to be on ‘Experiential Interactions’.
‘Experiential Interactions’ are all the micro
moments during a Customer’s interaction
with the employees of the organization.
EXPERIENTIAL
INTERACTIONS’
ARE UNIQUE
MEMORABLE
MOMENTS
‘EXPERIENTIAL INTERACTIONS’
‘Experiential Interactions’ should not add
cost or complexity to your organization.
‘Experiential Interactions’ are what we
call low-hanging fruit. When a company
considers implementing ‘Experiential
Interactions’, they should meet the
following criteria:
1. Low or no cost — As you will see, nearly
every example costs nothing but coaching
your employees to pay attention.
2. Simple to execute consistently —
Everyone’s job is hard enough; we don’t
want to complicate or add any complexity
to a person’s workload.
3. Has zero impact on productivity —
‘Experiential Interactions’ should not add
ten seconds to a phone call, appointment,
or checkout.
4. Creates an immediate WOW for the
Customer — More importantly, it is a
pleasant surprise to the Customer that
they rarely will get elsewhere.
EXPERIENTIAL AUDIT
If ‘Experiential Interactions’ are
unique memorable moments, how
can you determine if you are in fact
creating ‘Experiential Interactions’? An
‘Experiential Interaction’ must meet two
or more of the following criteria:
•
Unique
• Positive
• Engaging
• Memorable
TURNING A TRANSACTION INTO AN
INTERACTION
The most common interactions we have
with our clients, multiple times a day,
are answering phones, checking people
in and out, sending and responding
to emails, meetings, and conference
calls. Besides