How Customers Want to Buy More of Your Products

Identifying and Measuring the Key Moments of Truth in Reorder/Renew/Replenish Customer Scenario® Patterns

November 6, 2014

What happens when a customer runs out of the needed product he gets from you; or a values service expires? There is a common set of action that customers want to happen to reorder and ensure that they never run out again. Learn more about this customer scenario pattern and how your company should measure whether you are satisfying their priorities/moments of truth. And recognize the, when you map out all your customers’ common scenarios, you have an actionable customer journey map that spans their entire relationships with your organization.


Customer Scenarios® —customers’ ideal way to get things done--fall into patterns. Based on running hundreds of customer co-design sessions with thousands of customers, we’ve noticed that customers in a particular context tend to want the same things. It‘s valuable to know these patterns ahead of time so that you’ll know what kinds of customer metrics and operational metrics to elicit. Then you can focus your co-design activities on the real secret sauce: how to differentiate the experience, products, and services you offer to help customers reach their goals.

Your Customer’s Ideal Process

A customer scenario is a set of tasks that a particular group (segment) of customers is happy to do in order to accomplish their desired outcome(s).

In the typical “reorder/renew/replenish” scenario, the customer typically has four key concerns:

  • It’s too difficult to reorder
  • It takes too long for delivery
  • I ran out of what I need
  • It’s hard to cancel or modify a reorder

We call these the customer’s “Moments of Truth”—aka “showstoppers”—if you don’t address these issues crisply, you risk losing your customer forever.

Once you recognize the common moments of truth, you can identify the types of customer metrics and operational metrics that measure how successful you are at meeting your customers’ ultimate goals for doing business with you. Then you can focus your co-design activities on how to differentiate the experience, products, and services you offer to help customers reach those goals.

Identifying the metrics allows you to recognize:

  • How the customer will be “grading” you
  • How you grade yourself in helping the customer be successful
  • How you can identify and measure business opportunities that can result from providing a great customer experience


The Customer Lifecycle

 Customer Lifecycle for the Reorder/Renew/Replenish customer scenario

© 2014 Patricia Seybold Group Inc.

1. The customer lifecycle begins with customers looking for solutions and continues to their planning for the next product/service solution that they need, leading, again, to the exploration phase. Most customer scenarios span two or three of the phases. The Reorder/Renew/Replenish customer scenario addressed in this report addresses the manage/maintain and renew/replace phases of the cycle. When you map all the scenarios in the entire customer lifecycle, you will have a customer journey map.

Similar for Products and Services, B2B and B2C

No matter what types of products or services you use, if they are important to your life or your business, you have to get more. You run out, or a subscription expires, or you realize that you need more than you had anticipated. No matter what the situation, it all can be summed up in a quotation from Charles Dickens: “Please, sir, I want some more.” ...(more)


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