Offline behaviors and Moments of Truth

User adoption (or lack thereof) plays an integral role in shaping both online and offline behaviors that can drive Moments of Truth. Moments of Truth are interactions that have a disproportionate impact on your customer’s long-term mindset about your brand. Let’s talk about a few critical offline moments you should be aware of:

1. Change in relationship: When users are showing signs of weak engagement or WOW attainment, right after they purchase you, or right after they finish onboarding. Questions to consider:

• Do they have a strategy?
• Do they lack resources or capacity?
• Has something in the organization changed?

2. Crisis: When the customer shows lots of early WOW moments and engagement but then you notice a sudden drop off. Questions to consider:

• Did your champion leave the company? Were they promoted?
• Bigger strategic issue or priority (i.e. acquisition)?
• Personal issue (again capacity, frustration, etc.)

3. Unexpected Delight: When your customer does something positive that you didn’t expect them to do, celebrate and reward that WOW achievement. Acknowledgments to consider:

• Send badges, gift cards, or other swag
• Deliver a “high-five” via email or in-app
• Invite them to write a blog post or speak at an event to discuss their success and advice to other users who most likely share similar aspirations.