Defining Moments
Every defining moment is a decision point at which your customer judges you or your organization.
Recall that, in Net Promoter Score terms, there are three ways to describe how customers view your organization:
•Promoters: Loyal enthusiasts who refer others, and thereby contribute to organizational success
•Detractors: Unhappy customers who damage the business through negative word-of-mouth
•Passives: Satisfied but unenthusiastic customers
A defining moment is any point during an interaction when a customer judges you or the organization. Defining moments can turn neutral customers into detached or engaged customers. Detached customers become loyal customers when they have consistently positive defining moments.
The more consistently we create positive defining moments for our customers, the more we build customer loyalty.