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Maximizing Customer Experiences Begins Here

Critical Moments of Truth


Customer experience encompasses every touchpoint a customer has with a brand. Unlike customer service (a single touchpoint), customer experience is an embodiment of every feeling, insight, emotion, and interaction throughout the entire customer journey.



With more than 35 years of in-depth marketing research experience, The W Group begins by understanding your customer by looking through their eyes and perceptions (it's the only reality they know). Customer Experience Journey Mapping drives some of the deepest customer insights about your brand's performance. This research-based approach uncovers the key drivers that motivate customers and uncovers the critical moments of truth that have the greatest impact on customer experience.


The key to curating brand loyalty is in identifying these critical moments of truth and closing any communication gaps associated with them. If you have started mapping out your customer journey you are probably wondering how to identify a critical moment of truth. This can be any key event (or an accumulation of key events) that influence a customer’s opinion.


Let’s say your municipality is hosting an online concert due to COVID-19. Imagine a resident visits the website, the promotion is visually appealing, information about the event is in-depth, and sign up is easy to navigate. These are all moments that will influence a resident’s opinion of the event (and in turn the city) but the ultimate moment of truth will occur when the resident clicks on the link and actually experiences the concert.


At the end of the day, the event needs to be congruent with every moment leading up to it. If the promotion is phenomenal but the actual event is mediocre its perception will be skewed in a negative light. On the flip side, if the event far exceeds expectations but it was a hassle to get there, it won’t receive the glory it deserves. Or worse, the resident may not even attend out of frustration.


Identifying moments of truth takes time and effort, but the results are well worth it. At The W Group, we can help you identify critical moments of truth and fill communication gaps to maximize your customer experience.


#CustomerExperience #COVID19 #WGroup

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Kent Waugh

Managing Partner

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