Newsletter Article: Local Telecommunications Company

(All company and individual names changed)

 

Moments of Truth: A Customer’s Perspective

 

Every day, in so many ways, we as XYZ team members have the opportunity to build loyal, lasting relationships with our customers.  The most important customer touches are personal ones, Moments of Truth (MOT) handled expertly by our ABC, DEF, GHIJ, and Middle-Market professionals. These touches – advertising, direct mail, seminars, etc. – support this customer/specialist relationship in what we can call Virtual MOTs. 

 

Definitions:

 

Moment of Truth (MOT)

XYZ specialist-customer exchanges that ultimately shape the perception of XYZ in the eyes of a customer or potential customer.

 

Virtual Moment of Truth (VMOT)

Customer encounters that shape a customer’s perception of XYZ without an actual contact with an XYZ specialist.

 

In Their Own Words

So, I’m opening up my mail and I see this direct mail* flyer from XYZ - talking about some services that can help run my small business better.  Good timing.  Normally, I’d toss them but with the business growing and adding a few new people, I’ve been thinking about upgrading my phone service.  (VMOT#1) 

 

So, I call the number on the piece and get one of their small business communications specialists*.  Really nice lady -- Debbie was her name -- and she knew her stuff too.  (MOT#1)  She helps me sort a few things out, but I still have to mull over what makes the most sense for my business.  “Can I send you a solutions brochure*?” she asks.  It might give you a better feel for your options.  Sure, why not? 

 

The next day, I catch some TV and print advertising* (VMOT#2), talking about the very things I’m considering.  Work is busy and it all slips my mind.  The next day -- what do you know? -- the solutions brochure Debbie promised me is in my mail, complete with her name and phone number.  (MOT#2)

 

It answers questions and mentions XYZ’s Smaller Business Center website: www.smlbiz.XYZ.com*.  (VMOT#3)  I check it out and LISA steps me through a needs analysis, which answers some last questions I have.  While on-line, I also notice they’ve got On-Line Bill-Viewing*.  Since I’m usually doing the bills after hours -- the life of a small businessperson --that’s good to know.  (VMOT#4)

 

I call up Debbie to place my order and best of all, they’ve got this 30-day Try Before You Buy promotion* running third quarter (VMOT#5). Can’t beat that.  Debbie’s great, goes out of her way to handle all the details, and makes me feel really comfortable.  (MOT#3)  Don’t find that too much anymore. 

 

A few days later -- that sure was quick! -- this little user guide* (VMOT#6) shows up in the mail, with a thanks for my order, instructions for all the services I ordered, and phone numbers for repair* and billing*.  The installation* happens right when they said it would.  (MOT#3) Looks like they’ve got all the bases covered. 

 

And a few days later, when I had a question about adding more mailboxes to MemoryCall, I called them right back and their Business Application Specialist* squared it all away for me.  (MOT#4)  All in all, a pretty painless process.  I hear XYZ is an on-line Internet provider -- XYZ.net^sm* I think it’s called.  Might need to look into that (VMOT#7).  If they handle that as well as they did this…   

 

* See Glossary

 

END