The banking branch of the future needs to pay attention to the client interactions. This presentation provides a method for assessing and improving those 'Moments of Truth'
Business Model Canvas (BMC)- A new venture concept
Customer Experience - Engineering moments of truth in a bank branch
1. consulting | research | contracting
Engineering moments of truth that will
delight customers in the branch
Achieving the Successful Customer Outcome
2. Agenda
1. Customer Experience
2. What is a moment of truth?
3. Elements of a moment of truth
4. Engineering moments of truth that
achieve the right outcome
5. Aligning ourselves to achieving that
outcome
3. 3
Customer Experience
The person
that the
customer
interacts
with
Execution in the moment
Understanding
Knowledge
The
process
that the
customer
has to
follow
Transparent
Easy
Red tape
Admin
Documents
The Tools
and
Technology
Available
Reliable
Multi/Omni channel
Easy
These elements create
Moments of Truth
for the customer
“The sum of all experiences a customer has with a supplier
of goods and/or services, over the duration of their
relationship with that supplier”
4. 4
What is a Moment ofTruth?
• Everything the customer does to achieve his outcome
• Everything that happens to the customer along his journey
towards achieving his outcome
• The less moments of truth required to reach the outcome, the
better
• Can be positive or negative
• These interactions can be with people, systems or products
• Moments of truth occur both with and outside of the
organization – so your customer has experienced moments of
truth before and after they walk into the branch
6. 6
Engineering Moments ofTruth
What is the
real need /
outcome?
How many
moments
of truth
does it
take to
meet the
need?
How
proactive
or reactive
is each
moment of
truth?
How
enriched is
each
moment of
truth?
8. 8
Possible Outcome for a branch
Individual who generally banks online
and visits the branch infrequently to
perform specific transactions that
cannot be done online
- To get what they walked in for
- It will take time and involve
queues
- There will be some
documentation required
- It took time and involved
queues
- There was documentation
required, sometimes
unexpected docs that
required a return trip to the
branch
Arranging
spending money
for a holiday
- Branch layout
- No. of consultants available
- Knowledge of consultants
- Document req’s
- Process followed
- Get my forex before
I go on holiday
- Make it easy and
convenient
Forex in a flash
9. 9
Elements of the Moment ofTruth
How many moments of truth does it take
to meet the need?
• For every process that deserves to exist, there is an
optimum number of moments of truth.
• Make it as easy as possible – the less steps to meet the
outcome the better for your customer
10. 10
Elements of the Moment ofTruth
• The more work the organization can do BEFORE an
interaction, the more controlled and proactive the interaction is
Proactive
action
Proactive
action
MOT
Reactive
action
Reactive
action
How proactive are you in controlling the
moment of truth?
11. 11
Elements of the Moment ofTruth
Awareness
Buy in
Acquisition
Customised
Use
Sharing Success
The more of these elements exist within a single moment of truth, the more
enriched the interaction and the less moments of truth you need in a process
12. 12
Typical Moments ofTruth for a BranchVisit
Decide to visit
sister in the UK
Plan trip
Save up
Purchase tickets
(with credit card)
Apply for Leave
Go to branch for
Forex
Pack
Fly to UK Visit sister
Spend money
Return home
Tell everyone
about the trip
Take time off
work
Drive to local
branch
Find parking
Walk into branch
Wait in queue
Speak to
consultant
Provide
documentation
Obtain Forex
Walk out of
branch with cash
Drive home and
tell a friend
13. 13
Elements of the Moments ofTruth
Take time off
work
Drive to local
branch
Find parking
Walk into branch
Wait in queue
Speak to
consultant
Provide
documentation
Obtain Forex
Walk out of
branch with cash
Drive home, tell
a friend
Awareness
Buy In, Use
Buy In, Use
Buy In, Customise,
Use, Share
Acquisition,
Customise, Use
Buy In, Customise,
Use, Share
Awareness, Buy In
Awareness, Buy In
Reactive
Use
Share
10 Moments of Truth
just in this step.
How could we reduce
this?
How could we make it
more pro-active?
- Order online?
- Deliver to customer?
The outcome we
need to achieve:
Forex in a flash!
14. 14
Aligning to the Outcome
Articulate
Successful
Customer
Outcomes
Identify all the
moments of truth
Remove /
Improve the
moments of truth
Implement
changes:
- Process &
systems
- People &
Performance
measures
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