In 2012 Google Published ZMOT: Winning the Zero moment of truth. I did an post on this in the impact of multi-devices some time ago. You might think that you have a website, so you are fine right? We now know that customers are checking out 10 sources about us before they engage. In 2010 /2011 the average number of sources used doubled. Now if we are booking a dinner we check out reviews like WOMO, ask our friends on Facebook, go to our Apps. When you are considering a purchase, what sources of information do you seek to assist you with your decision?
The truth is, we decide to share whatever we experience when you are not there and we use digital channels to do that. This shared experience is what others seek out before they engage with you. This social proof is more important than anything else in shaping our opinion. We are looking for substance, personalisation and a shared experience to guide us in our decision making. This is the Informational Experience. Jagan Neman in his book The Shift calls it the Customer Knowledge Chasm.
Your website is not enough. The future of your influence lies in the experience. The customers entire journey they have with you, online and off. Someone must take responsibility for these experiences and design and define them. Understanding the customer journey is the only way to see what it is we don’t know and what is missing. We like to call this humanising the experience.
“Businesses need to monitor and assess these experiences, and ensure to craft experiences their customers enjoy. One of the key challenges facing businesses in a social economy, however, is that the behaviors of connected customers are no longer congruent with that of the traditional customers they were originally built to serve. In many organizations, customer service is still operated out of a call center; marketing is spread across multiple, yet siloed functions that follow the linear path within a traditional sales funnel; and product development follows a roadmap that looks so far ahead
that it inevitably splits from evolving customer realities and expectations.” The Future of Business