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