What is a key moment?

Definition

A key moment is a precise and time-limited interaction between a customer and a company.

Taken as a whole, key moments form the customer path that operational staff can trace in the Feedback solution.

A key moment can be broken down into satisfaction attributes. Customer satisfaction for that specific key moment is defined by aggregating these various attributes.

If a customer is not satisfied with all the attributes of a key moment, he or she will not be satisfied with that particular key moment.

Key moments and their attributes are specified by the administrator of the Feedback Management programme.

Examples of key moments

Tourism - key moment such as “Accommodation”

• Comfort of the room
• Furniture
• Room decoration
• Bedding
• Bathroom

Distribution - key moment, e.g. “Delivery”

• Adherence to deadlines
• Compliance with delivery instructions
• Delivery experience
• Condition of the package
• Packaging

What are the satisfaction attributes for a key moment?

The attributes of a key moment are derived from questions in customer satisfaction surveys. These questions are usually asked as a result of the interaction between the customer and the company.

It must then be possible for all the attributes of a key moment to be assessed by the customer.

In Feedback, it is not useful to have a general satisfaction attribute for each key moment. In cases where this exists anyway, it will simply be added as a basic attribute at the key moment in question.

Attributes and importance

When scoring an interaction via its different satisfaction attributes, customers do not assign the same importance to each attribute.

Some attributes will subconsciously influence their general satisfaction more than others.

In Feedback, the importance of attributes plays an important role because it must dictate priorities in the actions taken by operational staff.

An attribute with a high impact on overall satisfaction should be given priority over an attribute that has little correlation with overall satisfaction.

For example, for the “Accommodation” key moment (Tourism sector), the “Bedding” attribute generally plays an important role in overall customer satisfaction. If this attribute returns low satisfaction levels, it should be addressed by operational staff as a priority.