Everything begins and ends with experience.

Everything begins and ends with experience.

Everything begins and ends with experience… this is our mantra, and we’ll keep repeating it until it sinks in.

Is it making sense yet? Experience is king.

The cut-throat competition in the Food & Beverage industry makes fair prices and good food, by themselves, no longer enough to create lasting success. We have to go further, focusing on creating unforgettable experiences that envelop us, rousing emotions in the customer and adding value to their time.

The offering is so vast that only those that succeed in creating an experience that causes a positive effect on the customer’s attitude are able to secure his loyalty. A key factor in doing so is the service cycle – and the moments of truth it is composed of.

A moment of truth happens the instant that an interaction occurs between the customer and service staff, based on which the first forms either a positive or negative opinion about the business. The host’s welcome, how menu suggestions are explained and how the order is delivered are examples of these interactions. So be aware of how these are handled!

WhatsApp Image 2017-03-07 at 10.32.45

The future decision of whether to visit you again or forget you depends squarely on the experience perceived in these moments. It’s like the most basic math: the better your customer is catered to, the more inclined he is to return.

In order to guarantee his loyalty, and by the way, your business’ profitability (can’t forget about that!), the moments of truth must be identified, controlled and geared towards satisfying the tangible and, more importantly, the intangible needs of your customer.

To be frank, these intangible needs are emotional; the sensations that each element of the strategy generates in your customer and the emotion that dominates their visit. According to our neighbors to the North, the rational brain influences a decision by 15%, while the emotional brain determines the 85%.

This is why going back to our original thought, there is a big difference between logically satisfied customers (happy because of the fair pricing) and the emotionally satisfied customer (who received a complete experience). And it is only the emotional satisfaction that creates loyalty.

So, how exactly does one measure and control the moments of truth, you might ask?

The first thing to keep in mind is that these do not occur randomly. Rather, they present themselves in a practical sequence that begins with the service cycle.

In order to identify these moments of truth, all relations and interactions with the client must be visualized and studied, combining the service cycle analysis with feedback provided by the staff as a source of first-hand experience and information.

Having identified all the moments of truth, you must create a logical that satisfies the customer’s needs and expectations at every one of these junctures, distributing and balancing the responsibility. Every moment of truth, no matter how small o insignificant it may seem, adds value to your client’s experience and gets him closer to satisfaction. Never underestimate them.

They are so vital to the construction of experience that moving forward without them is like jumping off a plane without a parachute. This is why, before identifying the moments of truth, you must have a complete and profound knowledge of your target customer profile: what are his needs, what type of experiences he is seeking, and what particulars he is requiring from said interactions.

If we haven’t made it abundantly clear yet, here’s one more reason for you: a complete experience, beyond being deserved by your customer, is also a way to set yourself apart from the competition, and it is this differentiation, coupled with an effective marketing strategy, that could secure you a spot in your customer’s Top of Mind. But that’s a story for another day…