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Customer Requirements & Moments of Truth

• Identifying Operational Customer Experience Metrics

  How to Spot What Matters Most to Customers and Turn Those “Moments of Truth” into Metrics You Can Track

  by Patricia Seybold

  This report provides an overview of operational customer experience metrics: What are they? Why do they matter? How do other companies identify and monitor them? How might you discover your customers’ metrics?
  Aug. 4, 2005

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• Interviewing Customers for Your Customer Scenario Mapping Session

  The Pre-Session Interview Enables Great Customer Scenario Choices

  by Susan Aldrich

  Customer interviews are a critical step in preparing for a Customer Scenario® Mapping session. Here’s our script and tactics for the pre-session interviews.
  Jun. 16, 2005

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• Discovering Findability Requirements from Customer Scenario Maps

  Building Your Search and Navigation Approach

  by Susan Aldrich

  Our findability requirements discovery methodology is centered on customer requirements and the customer’s perspective.
  May. 12, 2005

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• Building Buy-In for Customer-Centric Initiatives

  Facilitate Group Interviews with Key Stakeholders to Build Trust and Momentum

  by Patricia Seybold

  Use this group interview technique to build a shared mental model of both current reality and a vision for the customer experience you’d like to be able to deliver.
  Apr. 21, 2005

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• Why It's Hard to Prioritize IT Initiatives around End-Customer Impacting Issues

  Current Disconnects between Business and IT; Suggestions for Bridging the Gaps

  by Patricia Seybold

  Are you having trouble getting customer-centric priorities at the top of your IT shopping list? You're not alone. There are increased tensions brewing between the business and IT for lots of good reasons. See if your organization looks like the picture w
  Nov. 10, 2004

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• Putting E-Learning in the Context of Customers Scenarios

  How Organizing Instructional Content for Just-in-Time Learning Enhances Customer Support

  by Geoffrey Bock

  Whether they are customers, business partners, or employees, adult learners in business situations seek solutions to their work-related issues.
  Sep. 23, 2004

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• HP Provides Cross-Channel Inventory Visibility

  Responding to the Moment of Truth: 'Where Is This Product in Stock?'

  by Patricia Seybold

  One of customers' "moments of truth" in deciding which product to buy is knowing where the product is in stock and how soon they can receive it. Hewlett-Packard's Internet marketing group has partnered with Channel Intelligence to provide near-real-time
  Jul. 1, 2004

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• Customer Scenario Patterns: Are You Making It Easy for B2B Customers to Select and Buy Your Products? (Part 2)

  Anticipating the "Moments of Truth" that Surface Consistently in B2B Customers' Scenarios

  by Patricia Seybold

  In many customer scenarios, there are common moments of truth that emerge despite differences in the customers' businesses. This report looks at those moments of truth that surface consistently in B2B select & buy scenarios.
  Jun. 17, 2004

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• Customer Scenario Patterns: Are You Making It Easy for B2B Customers to Select and Buy Your Products? (Part 1)

  Unpacking "Moments of Truth" that Surface Consistently in B2B Customers' Scenarios

  by Patricia Seybold

  Before you begin a Customer Scenario® Mapping exercise, you should capture the context of the scenario.
  Jun. 3, 2004

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• How to Identify Business Patterns, Part 2

  Concepts, Strategy, and Techniques

  by Patricia Seybold, Robert Shelton

  This report works through examples of Customer Scenario patterns that underpin a B2B procurement case study and identifies the business roles that will link this Customer Scenario pattern to entity-relationship patterns.
  Mar. 11, 2004

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• How to Identify Business Patterns, Part 1

  Concepts, Strategy, and Techniques

  by Patricia Seybold, Robert Eugene Shelton

  This report introduces business patterns and begins our examination of Customer Scenario patterns that underpin a B2B procurement case study.
  Mar. 4, 2004

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• Best Practices in Dealing with Consumers’ Cross-Channel Retail Behavior

  Meeting Consumers' 'Moments of Truth' as They Shop across Channels

  by Patricia Seybold

  Many of today’s consumers prefer to shop across channels—for example, researching online, buying in the store, and getting support by phone. Cross-channel retail poses significant challenges for retailers and for suppliers of consumer products. We offer
  Jan. 29, 2004

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• Delivering Content in Context at National Semiconductor

  Organizing and Visualizing Content for Reference Hardware Designs

  by Geoffrey Bock

  National Semiconductor is in the midst of deploying a set of System Solutions, reference hardware designs that describe how to incorporate various analog devices to engineer different electronic products.
  Dec. 18, 2003

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• The Dangers of Defining a Specific Scenario-Mapping Customer

  Creating a Composite Customer Yields Best Results

  by Ronni Marshak

  When defining the customer for a scenario-mapping session, create a composite customer who embodies the common traits and needs of a key customer segment.
  Sep. 18, 2003

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• Identifying the Right Customers and Context

  Building the Foundation for a Customer Scenario

  by Ronni Marshak

  Before you begin a Customer Scenario® Mapping exercise, you should capture the context of the scenario.
  Jul. 24, 2003

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• Netflix.com Wins Patent on Business Methods

  Turning Customers' Moments of Truth into a Sustainable Business Advantage

  by Patricia Seybold

  We think that Netflix deserved to receive a patent for its innovative approach to renting DVDs (or videogames, or music). Why? The company has demonstrated that it understands its customers’ critical “moments of truth,” and has designed a business model
  Jul. 10, 2003

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• Gathering Customers' Real Requirements

  Uncovering Customers' Moments of Truth

  by Patricia Seybold

  Gathering customer requirements can be tough. Particularly if customers can't envision the possibilities of how they might reach their outcomes in a dramatically different way.
  Jul. 3, 2003

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• Beware of Business Process Management

  Be Careful about Adopting Internally-Driven Business Processes; Instead, Design a Customer-Adaptive Enterprise Using a Services-Oriented Approach

  by Patricia Seybold

  Business processes are internally-focused, difficult to design, hard to adapt, and have very short shelf-lives. Instead of wasting time designing business processes, we recommend that you identify the services required to support key Customer Scenarios®
  May. 8, 2003

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• It's a Matter of Trust

  In Consumer Customer Scenarios®, Don't Underestimate the Importance of a Trusted and Independent Third Party

  by Ronni Marshak

  Consumers are often resistant to buying from manufacturer’s Web sites. What can you do establish trust and increase your sales?
  Apr. 17, 2003

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• American Express Comes Through for a Member in Need

  Solving a Problem Leads to an Easy Up-Sell

  by Ronni Marshak

  When a customer is in crisis, solving the problem on the spot makes the sale!
  Jan. 16, 2003

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